Green Consumption of Electronics: Bridging the Gap between Awareness and Action

With the rapid economic growth and industrialization, the consumption pattern of consumers is a major reason for environmental deterioration. With the increased energy demand followed by inadequate supply, there is a need to adopt eco-friendly electronic products that are safer for the environment and consume less energy. It is now the responsibility of organizations to create awareness among consumers regarding the benefits of using eco-friendly electronic products for both the current and future generations. For conducting this research, the data was collected from 430 consumers from Lahore, out of which 400 questionnaires were used for analysis. The present study shows the impact of green awareness on green consumption by incorporating several latent variables including environment knowledge, environment consciousness, green loyalty, and eco-labelling. The results show that environmental knowledge and consciousness significantly affect green awareness creating consumers’ understanding towards environmental issues. Additionally, green loyalty reflects consumers' commitment to eco-friendly products and it significantly impacts consumer green awareness. Eco-labelling is an information tool influencing consumer choices that positively affect green awareness. Each latent variable directly impacts green consumption, suggesting that approaches to enhance green awareness can significantly affect green consumption towards eco-friendly electronic products.