Fatima, Mehreen ORCID: https://orcid.org/0000-0002-9237-3116, Ahmed, Qazi Mohammed ORCID: https://orcid.org/0000-0002-9237-3116 and Paracha, Osman (2024) Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials. Foresight: The journal of future studies, strategic thinking and policy, 26 (5). pp. 867-885. ISSN 1463-6689 (Print), 1465-9832 (Online) (doi:10.1108/FS-12-2022-0177)

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Abstract

Purpose
The main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products.
Design/methodology/approach
A structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmillennials belonging to the twin cities of Pakistan. A series of tests were applied through Smart PLS4 for all the variables, including descriptive statistics and structural equation modeling.
Findings
The results revealed that there is a significant relationship of social value and electronic word of mouth with digital media usage (DMU). Whereas, link of functional and emotional value with DMU was insignificant. The results also portrayed that there exists a positive link between DMU and sustainable consumption behavior (SCB). Moreover, green purchase intention moderated the relationship between DMU and SCB.
Originality/value
There exists a research gap on the role of postmillennial behavioral regulation and digital media use, as potential influences on their purchase behavior. Despite the fact that digital media has been shown to influence millennials' purchasing decisions in the past, there is still a reluctance among postmillennials to engage in environmentally friendly practices. Consequently, research is necessary to comprehend sustainable consumer behaviors; especially from an unaddressed Pakistani perspective.

Item Type:	Article
Uncontrolled Keywords:	digital media usage, consumer behaviour values, sustainable consumption behaviour, green purchase intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Executive Business Centre Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	11 Dec 2025 14:59
URI:	https://gala.gre.ac.uk/id/eprint/48170

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