World Applied Sciences Journal 26 (10): 1371-1379, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.26.10.1344 Corresponding Authors: Aniqa Komal Khan, COMSATS Institute of Information Technology Sahiwal, Pakistan. 1371 Measuring Impact of Factors Influencing Purchase Intention Towards Green Products: Sahiwal Clothing Industry Perspective Rashid Saeed, Rab Nawaz Lodhi, Aniqa Komal Khan, Naima Khurshid, 1 2 2 2 Fareha Dustgeer, Amna Sami, Zahid Mahmood and Moeed Ahmad 2 2 3 4 Head of Management Sciences Department, 1 COMSATS Institute of Information Technology Sahiwal, Pakistan COMSATS Institute of Information Technology Sahiwal, Pakistan 2 Professor Bahria University Islamabad, Pakistan 3 Department of Business Administration, Bahauddin Zakarya University, Sahiwal Campus, Pakistan 4 Submitted: Sep 23, 2013; Accepted: Nov 24, 2013; Published: Nov 30, 2013 Abstract: In recent times, people are becoming more concerned towards green purchasing because of a grown consciousness for environmental protection. Green purchasing is essentially the act of buying environmental friendly products. This research is conducted to find the impact of customer’s environmental concern and knowledge towards the intentions of green purchasing. The research model in this meticulous study examines the consequences of predictor variables (environmental concern, organizational green image and environmental knowledge) upon criterion variable (green purchase intention) with the moderating effect of perceived product price and quality. The research methodology used for the particular study is quantitative in nature exclusively using survey research approach. Random sampling technique derived from probability sampling technique was employed for the selection of sample. A sample of 130 Sahiwal University students inclined towards environmental friendly garments was studied through self-administrated questionnaires. The statistical software SPSS 16 version was used to analyze the data. The study has implication for managers; as they can formulate th their effective green marketing strategies based onto the findings of their research. Due to time constrain, the study was conducted only in Sahiwal. Key words: Green purchase intention Environmental concern Environmental knowledge Organizational green image Perceived product price and quality INTRODUCTION environmental governorship has been revolutionized. It is a well known fact that every product which towards green purchasing and try to respond towards customer uses has some effect on environment. In those factors that are changing the world wide climate [3]; clothing industry natural fibers are used such as cotton, [4]. Environmental degradation has several phases. In silk, linen, wool, hemp. But now a day’s some artificial 1960s the energy conservation and pollution issues fibers are also introduced in the market like nylon and appeared and due to political and social pressures; polyester made from petrochemicals. Rayon (viscose) a organizations focused towards recycling, redesigning of type of an artificial fiber made from wood pulp. These products, different packaging styles and alternative fibers when used to manufacture clothes cause harmful products. Since 1990’s environmental issue is one of the impact upon the environment [1]. most critical issues. In many countries, the purchase In the past few years, there has been a dramatic decisions of customers are based upon environmental change in environmental cognizance worldwide. In most friendly products. This fact is actually called green developed as well as developing countries like Pakistan marketing [5]. Green marketing is actually environmental the citizens’ rate environment as a serious issue and marketing having the product designing, promotion, urgent problem [2]. During the past few decades, the distribution according to the needs and wants of The people in contemporary world are more aware