IMPACT OF GREEN MARKETING ON PURCHASING BEHAVIOR OF EDUCATED CUSTOMERS: A CASE STUDY OF MULTAN REGION-PAKISTAN

Environmental friendly products are gaining popularity among the consumers all over the world and particularly educated people prefer to purchase eco-friendly products. This trend is also developing in the developing countries like Pakistan. The objective of this research paper is to measure the impact of green marketing (five independent variables) such as environmental concern, comfort, lack of information, eco-labeling and recycling on the willingness to purchase (dependent variable) green products in the areas of Multan Region. For this purpose, a questionnaire was constructed and survey method was used to collect primary data from more than 200 respondents. Likert scale was used to measure the purchasing behavior of educated consumers towards green products. The empirical evidence shows that three variables like environmental concern, eco-labeling and recycling have significant impact on dependent variable (willingness to purchase) green products by educated consumer of Multan region. Our results show that education and awareness are the two factors which mainly contribute in the changing purchasing behavior of the consumers. The policy makers and market managers of multinational companies can frame their business strategies in the light of these results and focus on the educated segment of the society equally in the developed as well as developing countries.