Environmental Knowledge and Premium Price on Green Purchase Behavior; Testing through Advanced Statistical Approach, Smart Partial Least Squares

Abstract

The aim of the research was to quantify the contribution of environmental knowledge and premium pricing in transforming green purchase behavior towards consumption of organic chicken. The research utilized structured questionnaire survey forms to gain responses form respondents. Questionnaires were distributed amongst 450 individuals selected via purposive sampling technique to grasp perception of employed constructs. A total of 300 completed and usable questionnaire were received. The study developed two research hypotheses in order to achieve research objectives. Smart PLS 3.0 was used to facilitate the process of testing hypotheses and generating reliable results. The findings demonstrate to have a statistically significant relation in determining changes in green purchase decision. This is the first study in Azad Jammu and Kashmir (AJK) and it could become a baseline for future researchers.

    Keywords: environmental knowledge, premium pricing, green purchase behavior, Pakistan