Abstract
The aim of the study is to ascertain the impact of Environmental Health/Security on Green Buying intention. Population for the study consisted of three provincial capitals’ (Peshawar, Lahore, and Karachi) and country capital of Pakistan (Islamabad). Convenience sampling was used in this study. A total of 800 questionnaires were distributed in 4 different cities of Pakistan that included Peshawar, Islamabad, Lahore, and Karachi. In the present study 462 questionnaires were returned, constituting the response rate of 57.75. A total of 59 questionnaires were rejected. The total number of questionnaires usable for the study was 403. The findings of the study revealed that there is an insignificant impact of Environment Health and Safety on Consumer Buying Intention. Furthermore, Environmental Concern had also an insignificant influence on Consumer Buying Intention. However, the study finds out significant role of Social Influence and Green Motivation on Consumer Buying Intentions. The study based on the finding suggested future recommendations for the future research and practice and offer the implications of the context of green consumerism.