Environmental and health problems have increased the interest of researchers and practitioners in investigating the factors that affect organic food consumption. However, little attention has been paid to the actual organic food buying behavior, particularly in developing countries like Pakistan. Therefore, the aim of the present study is to determine the actual buying patterns of consumers. For this purpose, a conceptual model based on green perceived value framework which predicts consumer’s purchase intention and purchase behavior has been empirically tested. Likewise, moderating role of food neophobia has also been explored. Data is collected from millennials that are under rated but constitute the most important consumer segment in Pakistan. Structural Equation Modeling (SEM) is employed to analyze the data. Results from 221 university students reveal that functional value, social value, emotional value, and conditional value positively influence the consumer purchase intention. Moreover, purchase intention is positively linked to the consumer purchase behavior of organic food. Furthermore, the study findings also confirm the moderating role of food neophobia between purchase intention and consumption of organic food. This paper depicts some noteworthy insights of consumer behavior for organic food producers, marketers, and researchers. At the end, limitations and recommendations for future research are elaborated.

Over the last decades, prompt economic growth and the resulting overconsumption has deteriorated the environment in an accelerated way. This environmental deterioration has prompted academicians and practitioners to study ecological consumption behavior. E-waste and energy consumption play a major part in this environmental deterioration, which makes consumer conscious regarding their consumption pattern. In this regard, the emergence of green Information Technology (IT) enables individuals to become involved in environmental protection and sustainability programs to reduce the negative impact of IT products on the environment. This study aims to investigate individual intentions to adopt green IT products in Pakistan by the theoretical foundation of the theory of consumption values (functional value, social value, epistemic value, emotional value, and conditional value). Whereas, an additional value, i.e., the religious value, is included in the model, due to its significant impact in green consumption behavior of individuals. Cross-sectional data is used to obtain a total of 536 valid questionnaires to test the hypothesis. The Partial Least Square Modeling approach is used to test the proposed model (variance-based SEM). The results infer that functional value, social value, epistemic value, emotional value, conditional value, and religious value have significant positive impact on the consumer intention to adopt green IT products. The reasons for the results and implications for the practitioners are discussed. Furthermore, directions for future research have also been suggested.

Electronic/electrical waste (e-waste) has now become a global concern due to its negative impact on the environment and health. This negative effect of e-waste is increasing with the advancement in the electronics industry, especially in Pakistan, which is the leading e-waste disposal destination. Therefore, this study aims to find consumer choice behavior regarding green electronics in Pakistan. For this purpose, a multidimensional modified green perceived model (functional value quality, functional value price, social value identity, social value responsibility, emotional value, and conditional value) is used. Cross-sectional data is collected from 237 consumers through a self-administrative questionnaire. The results of variance-based structural equation modeling (SEM) (partial least squares (PLS)-SEM) suggested that functional value price, quality, social value identity, responsibility, emotional value, and conditional value positively and significantly influence the consumer choice behavior regarding green electronics. the possible reasons for the findings and the implications for managers and policymakers are discussed. Limitations of the study and future research directions are also suggested.

Accelerating demand for energy and its consumption has become a credible threat to the sustainable ecosystem due to the exploitation of scarce natural resources and environmental hazards. The adoption of renewable energy sources for sustainable development has been gaining traction among researchers and practitioners alike. Considering its hot climate, Pakistan has a huge potential to meet its energy requirements by tapping into renewable energy resources, especially through the use of solar photovoltaic (SPV) technologies. However, the adoption rate of this technology remains still quite scant among consumers. In this regard, the present research explores the factors that affect households’ purchase intention of SPV technology in Pakistan. The study has developed a comprehensive research framework by decomposing the technology acceptance model (DTAM) into second-order sub-constructs. Afterward, Structural equation modeling (SEM) was employed to analyze the data by decomposing perceived usefulness (PU) into social, economic, and environmental usefulness and perceived ease of use (PEOU) into discomfort and insecurity and to assess their cumulative effects on consumer attitude. Moreover, the moderating role of policy and propaganda was also investigated. Empirical results assert that PU and PEOU positively and significantly shape the consumer attitude toward SPV adoption. Subsequently, consumer attitude has a positive and significant impact on the actual purchase intention of SPV technology. Furthermore, the moderating role of governmental policy and propaganda between the consumer attitude and actual purchase intention was also confirmed. The policy implications of these results are discussed. Finally, the limitations and future directions of the research are also elaborated.