Impact Of Factors Affecting Buying Decisions To Purchase Eco-Friendly Products

The objective of this research paper is to analyze the influence of price, quality and friends' urge on the buying decisions of eco-friendly products. In order to measure the level of change in buying behaviors we developed a questionnaire and collected data from 200 consumers.. We used ‘Likert scale' to measure the attitude of respondents. The empirical evidence of our study shows that the price of a particular product, perceived quality, Role of Media Awareness programs and friend's endorsement significantly influence the buying decision of a particular product. We recommend if level of awareness about eco-friendly products is enhanced through media, there will be large demand of eco-friendly products in Pakistan.