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BACKGROUND: The rapid expansion in economies has resulted in overconsumption which is alarming for the environment. Patterns of consumption play a key role in the worsening environmental surroundings, causing consumers to seek sustainable features in their buying patterns. Therefore, it is vital to understand the elements that lead to sustainable purchase intentions (SPI). OBJECTIVES: This study investigates the impact of distinct green practices – environment (EnV), perceived environmental responsibility (PreR), environmental advertisement (AvT), and eco-labeling (EcL) – on SPI. The originality of the present study lies in the investigation of distinct practices on SPI which has been ignored in past studies. METHODS: The data were collected from the main cities of Pakistan (n = 300) and analyzed using the partial least square and CFA. RESULTS: The results demonstrate the positive nexus of such practices – EnV, PreR, AvT, and EcL – on SPI. They provide extensive input into the growing literature of psychology in terms of humans’ sustainable consumption behavior with empirical evidence from a developing nation. CONCLUSIONS: This study provided the implications for the marketers along with future research directions for academicians and practitioners.

This study explores the barriers to environmentally-conscious innovation of manufacturing firms. Gleaned via a survey from 333 manufacturing firms in Pakistan, and analyzed through a partial least-squares technique, the data show that organizational resources, resistance to change, business traditions and technical issues appear to be the internal barriers to environmentally-conscious innovation. Conversely, extant policies, shortage of consumer demand, shortage of external affiliation, uncertain benefits and shortage of information seem to be the external barriers to environmentally-conscious innovation, which must also be addressed. These findings have significant implications for manufacturing management and, despite its limitations, the study offers pragmatic policymaking guidelines and future research suggestions.

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