Impact of pro-environmental values on sustainable green apparel buying behavior in Pakistan

The face of earth is disturbed because of never ending pollutants from different sources including textile waste. Some consumers propagate that they are eco-conscious, but their intention does not translate well into their actions. The aim of present study is to identify the impact of pro-environmental values on green-purchase-behavior through the mediating role of green buying intentions and the moderating role of willingness-to-pay. And for this purpose, data were gathered through convenience sampling technique via self-administered questionnaire from 320 students that enrolled in different universities of Pakistan. Structural Equation Modelling (SEM) was used for analysing the data through AMOS. Results revealed that consumers are aware of environmental degradation and think of themselves as contributors towards preventing pollution by buying sustainable clothing. They don't consider price as hurdle between thought processes and the final buying decision. Moreover, willingness to pay had insignificant influence on the association among intention and behavior of green purchase. This research offers more insights for marketing managers, textile firms, policy makers, and students of marketing to look deeper into the gap between intent and behaviour towards green apparel buying.