DefinePK

Abstract

In recent years, consumer preferences in Pakistan have shifted toward sustainable food products, driven by growing environmental awareness and changing consumption patterns. Factors like globalization, industrialization, and technological advancements have reshaped food supply trends, increasing demand for eco-friendly options. Consumers, now more informed about environmental challenges, are adopting green buying behavior, compelling food businesses to understand key purchase influencers. This study employs a secondary review analysis, examining five years of academic research, market reports, and consumer surveys. Grounded in the Theory of Planned Behavior (TPB), it analyzes factors behind eco-conscious purchasing decisions. The findings offer actionable insights for food industry stakeholders to promote sustainable consumption effectively