Abstract:
As we go further towards the mid of 21st century, need of sustainability in each aspect of life is increasing. Current trend shows that we can’t carry on business as usual, therefore a great need of change is required, particularly is in the way we consume. This study focuses on the environmental concern in consumers and how it is effecting the consumers’ behavior in contrast to the materialism in Pakistan.This research is based on behavior of individuals therefore quantitative mode of research was employed.Data from consumers was collected and analyzedusing measurement scales for materialism, environmental concern and behavior. It was comprehended that there exists a significant connection between environmental concern and behavior but the materialism doesn’t have a significant effect on both although it affects consumers’ decisions regardless of their environmental concern. Results implicates that there isn’t much scope of marketing green products in Pakistan unless there are some materialistic benefits for consumers.
