Green Consumer Behaviour

Environment preservation is a global concern. Textile industry disposes of chemicals which effects environment and human life (water borne diseases). United Nations develops 17 Sustainable Development Goals (UNSDG's) to protect environment. Five SDG's addressing textile industry namely good health and well-being, clean water and sanitation, responsible production and consumption, climate action and life below water. Role of textile industry to achieve SDG's is inevitable. Textile policy of Pakistan 2014-19 confirms that international buyer is concerned about the environment which evidently shows potential of green marketing in textile sector of Pakistan. Green marketing encourages environment friendly marketing practices (product, price, place, promotion). The objective of this study is to integrate the theory of planned behavior and technology acceptance model. Green consumer behavior of textile sector of Pakistan is conceptualized with this extended lens. This study enhances the body of knowledge by conceptualizing green consumer behavior of textile sector through extended model. Practically, this study remains beneficial for marketing professionals and researchers to understand green consumer behavior of textile sector. Success of green marketing is the success of society to curb environmental problems.