Public behavior in reducing urban air pollution: an application of the theory of planned behavior in Lahore.

The present study has tried to investigate how the intentions of people to consume green and clean products, that create less air pollution, can affect their actual behavior in reducing urban air pollution. In this regard, the intentions to use green and clean products and behavior has been estimated using the theory of planned behavior (TPB) in this study. The targeted population of the current study is the faculty of different public and private educational institutions in Lahore. The results of the study showed that attitude, perceived behavior control (PBC), and knowledge of people about using green products in reducing urban air pollution significantly affect their behavior. The core finding of this study was that subjective norms do not play a significant role in determining the intentions and behaviors with respect to clean and green products. The analysis has been done using IBM SPSS statistics 20 applying PCA (principal component analysis), linear regression model, and AMOS path analysis to analyze the TPB. This research can contribute for a direction in the marketing industry of green products. Moreover, it can provide a guide for the policy makers to target attitude, awareness, the intentions, and behavior of people for reducing air pollution with respect to clean and green products.