2024
DOI: 10.1108/fs-12-2022-0177
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Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials

Mehreen Fatima,
Qazi Mohammed Ahmed,
Osman Paracha

Abstract: Purpose The main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products. Design/methodology/approach A structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmill… Show more

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