Impact of Perceived Consumer Effectiveness on Green Buying: A Moderated Mediation Model

Green purchase behavior is the of environmentally friendly products. These decisions are a result many factors which researchers have tried to study in past. The objective this understand green buying behaviour Pakistan and examine that affect behaviour. Some cognitive measures such as perceived consumer effectiveness, environmental knowledge value play an important part shaping attitudes being studied. then lead behaviors according belief-attitude-behavior model on based. To discover how these beliefs attitude behavior, questionnaire designed. Theory Planned Behavior has been used investigate relation different variables with purchasing research findings indicated increase consumers regarding issues resulted them engaging pro- behavior. were similar for effectiveness although it was established people gave more importance quality did not strongly feel their individual actions played major role changing conditions.