2025 Articles

Beyond Income and Education: Unveiling the True Catalysts of Green Behavior in Pakistan and South Asia

Zulfiqar, Fasih

There is extensive literature on the progress of green alternatives in Pakistan, but there is no evaluation of how the people of Pakistan will respond to these proposed solutions. After conducting a literature review on green alternatives, this paper employs the Theory of Planned Behavior (TPB) framework. It utilizes data from the World Values Survey (WVS) in conjunction with logistic regression to assess the viability of sustainable practices in Pakistan and whether specific demographic groups, such as women, highly educated individuals, and high-income citizens, exhibit a greater inclination to adopt sustainable practices. Our regression analysis indicates that people’s income, religiosity level, and age do not affect their likelihood of adopting sustainable practices. In contrast, their attitude towards free market ideology, self-provision, and cultural values such as power distance and global connectedness have a significant impact. The paper shows Pakistan’s education system does not instill environmental values in people like other South Asian systems. Women in South Asia are less likely to adopt sustainable practices than men. These findings offer valuable insights for policymakers and financial institutions, guiding a nuanced restructuring of green alternative approaches in Pakistan and South Asia.