EFFECTIVE GREEN MANAGEMENT: CO-RESPONSIBILITY OF COMPANIES, CONSUMERS AND GOVERNMENT A CASE STUDY OF PAKISTAN AND SWEDISH CONSUMER
The purpose of the study is to find out that how effective green marketing can be formulated and implemented for Pakistan and how companies, consumers and government can play their role in awareness, spreading and implementing green concept and strategies. Our focus sample will be university students, students can be a good representation of certain niche, for example in Linköping students belongs to different parts of Sweden, similarly in Pakistan this is the case. For this purpose we distributed a questionnaire composed of 14 questions among a sample of 100 consumers in both countries respectively. The study found that 82% Swedes are concerened towards environment, natural resources in comparison to 64% of Pakistani consumers. Moreover, the study reveals that 12% and 8% are deeply concerned respectively while 28% Pakistani consumers are disconcern towards environment as compared to 6% Swedes. The study also concluded that 54% of Swedes spend or would like to spend 1-5% of their income to buy environmentally friendly products/services, compared to 25 Pakistanis. Furthermore, the study shows that 17% Swedes showed interest on spending 6% or more while there was any Pakistani to pay more than 6%.