Paper 274

KASBIT Business Journal, 16(1), 15-34
Sheikh, A., et al.,
KASBIT BUSINESS JOURNAL
Journal homepage: www.kbj.kasbit.edu.pk
A Quantitative Approach to the Adoption of Green Building Practices in

Karachi
Aatiqa Sheikhi*, Sara Rashidi, Arsalan Ahmedii
i) Masters of Business Administration, Iqra University, Karachi
ii) PhD Scholar, Putra Business School, UPM, Malaysia
ARTICLE INFO ABSTRACT

Keywords: Ecological sustainability has been raising alarm bells for decades and with every
Consumer Attitude, passing day we are witnessing the consequences caused due to its imbalance.
Subjective Norms, Resultantly, it has become an increasing concern for the majority of the population.
Environmental In recent years, carbon dioxide (CO2) emission has been recorded above thirty-six
Knowledge, Green billion tons. One of the major culprits? Construction industry. Due to the
Building, Green environmentally unfriendly habits, even in the thrust of Environmental cause, Green
Building Practices Building Practices lack vision. This paper intends to determine the factors that affect
the Consumers’ intention to adopt Green Building Practices in Karachi. In this
research, the pathway chosen for data collection and analysis is the quantitative
method i.e., explanatory which refers to as the theory testing approach. This is a one-
time cross-sectional study using the deductive approach based on the primary data
collected from the citizens of Karachi. SPSS software is used to analyze the data and
find the statistical results. All the hypotheses have been proven to be accepted by the
research conducted in the vicinity of Karachi, Pakistan. This data indicates the result
of 120 respondents who were well informed about the Green Building concept.
1. Introduction
1.1 Overview and Background of the Study
Ecological sustainability has become an increasing concern for majority of the population. In recent years,
carbon dioxide (CO2) emission has been recorded above thirty-six billion tons (Saleh et al., 2020). One of
the major culprits? Construction industry. It has evidently worsened the phenomenon of climate change as
it accounts for 40% of the annual carbon dioxide emission. Furthermore, globally buildings are responsible
for 70% of electric consumption and 65% of waste production (National Energy Balance, 2009). As stated
in (Wang & Zhang, 2008), the industry consumes 25% of steel products and 70% of cement products in
many countries making it a resource-intensive industry. According to International Panel on Climate
Change (IPCC), greenhouse gas emissions can go up to 15.6 billion Tons in 2030 only from buildings and
building operations (construction) (Levermore, 2008). This indicates the hazards of not adopting
‘greenness’ in the construction industry and hence provides a pathway to consider Green Buildings
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Corresponding Author:
*Email: [email protected] (Aatiqa Sheikh)
Received 9, Sep 2022;
Received in revised form 27, Jan 2023
Accepted 4, Mar 2023
The material presented by the authors does not necessarily represent the viewpoint of the editor(s) and the management of the
Khadim Ali Shah Bukhari Institute of Technology (KASBIT) as well as the authors’ institute.
© KBJ i s published by the Khadim Ali Shah Bukhari Institute of Technology (KASBIT) 84-B, S.M.C.H.S, off Sharah-e-Faisal,
Karachi- 74400, Pakistan 15
Sheikh, A., et al.,
(Farooq & Yaqoob, 2019).
The idea of Green Building and its practices first emerged in 1972 at a conference by the United Nations.
The conference took place in Stockholm with an aim to alleviate the footprints of human activities that have
an adverse effect on the environment by improvising the operations of constructing a building (Owensby-
Conte & Yepes, 2012). The concept of Green Building is grounded on the life-cycle frame. It is so that the
adverse effects on the environment, human health, or ecology could be minimized with optimal resource
utilization.
The Green practices are integrated throughout the cycle: design, operation, construction, maintenance, so
on (Council, U. G. B., 2009). Practically, constructing green buildings call for peculiar considerations in
terms of selection of site, commute connections, accessibility to different facilities, daylight, air quality,
material selection, ventilation, landscape irrigation, and urban heat islands (Gou & Lau, 2014).
Due to the environmentally unfriendly habits, even in the thrust of Environmental crusade, Green Building
Practices lack vision. The construction industry Globally, and in Pakistan, faces doubts and significant
challenges that require changing behavior towards environmental concerns. Conventionally constructed
buildings not only impact the environment but also safety, health, comfort, thereby, overall affecting the
occupants’ productivity (Singh et al., 2010). Hence, Carroll Chris states in a report on WBCSD Building
System Carbon Framework by Arup, “We have to consider carbon like we currently consider money”
(Carroll, et al., 2021). Her concept is about how one would not invest in a project without knowing its
financial standing, then why would you forgo the environment you will be living in.
Green and sustainable buildings will open pathways to educate potential customers by showcasing the eco-
hazards and providing solutions to ecological concerns. This creates innovation, creativity, partnerships,
prospects, and opportunities to decrease conservational impacts (Owensby-Conte & Yepes, 2012).
1.2 Problem Statement

Day-in and out, the issues of an unhealthy environment are increasing. Pollution, inefficient use of
resources, increasing global warming, climate changes, etc. are to name a few of the adverse effects faced
by the sphere. Individuals are well-aware and knowledgeable about their environs. Conventional methods
of production are becoming outdated due to their negative effects on the ecosystem. As T. S. Elliot writes,
“Home is where one starts from”, this research covers similar aspects but in the construction industry as the
emission rates from the construction industry are rising at a steady pace (UNEP, 2019), and are having a
significant contribution in global warming and water and air pollution (Kibert, 2016).
The megacity Karachi, which is the research context, is the industrial and economic hub of Pakistan
(Qureshi, 2010) with a soaring population reaching approximately 17 million (PopulationStat, 2022)
ranking it as the 9th largest city in Asia and 13th largest globally. With rising population comes rising
environmental challenges (Perring et al., 2015), which need to be addressed for eluding the environmental
disaster. According to the report by IQ Air (2023), that compares the Air Quality Index (AQI) across
megacities globally, Karachi ranks as the 2nd worst city with an AQI of 278 and it is consistently
deteriorating with construction industry being the major culprit.
United Nation Environment Program (UNEP) highlighted the importance of changing current practices in
construction industry as expansion with current rate and practices will have severe consequences on 70%
of the total earth’s surface by 2032. Additionally, the adoption of green building practices comes with
benefits in the form of energy savings through reduce consumption of electricity and water savings
ultimately having reduced carbon emissions (Mughal, 2012). Despite of the proven benefits, the adoption
of green building practices in Pakistan remains low, which needs to be examined (Azeem et al., 2017).
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Green building is referred to as a property designed in a way that it reduces its detrimental impact on
environment and humans throughout its existence (Yudelson, 2010). It is designed in a way that it conserves
energy and uses the advanced construction methods and technologies. Many countries have successfully
adopted these practices while others are in the process, but in case of Pakistan, the practices are in very
early stages. There are numerous factors that impacts the adoption of green building practices and they vary
from country to country depending on factors ranging from demography, economy, culture, knowledge and
awareness (Darko et al., 2017). This gives rise to the notion of adapting green building practices according
to the country’s capabilities, knowledge and needs. Literature lacks in identifying the factors responsible
for green practices adoption from the consumers’ perspective in Pakistan. As consumers are the final users
of the green property built, thus, it is imperative to identify factors impacting consumers’ intention to adopt
the green building practices in Pakistan along with the role of their awareness and knowledge for promoting
and implementing green building practices.
1.3 Research Questions

The research seeks to answer following questions:
1. What are the factors affecting the adoption of green building practices?
2. How do the awareness level and knowledge of green building practices affect consumer buying
behaviour?
1.4 Research Aims and Objectives

The main objectives of the study are as follows:
1. To determine the factors affecting the adoption of green building practices.
2. To examine the effects of awareness level and knowledge of green building practices on consumer
buying intention.
1.5 Significance of the Study

Furthermore, the significance of the study could be justified as Green Buildings are relatively a new
concept and an untapped market in its primary stage. The research aims to provide an in-depth insight into
the real estate and construction industry with regard to green buildings. Architects can take advantage of
this research to pitch an innovative idea for ecologically sustainable buildings. It will benefit at convincing
the constructors to build green buildings considering the customer demands and changing trends. It will
also provide a different angle with the frame of reference to the whole real estate industry. The research
will enable marketers to understand the customer’s buying intention and insights to market ecological
products with higher price tags. Lastly, the agents in this industry will be able to communicate better with
laypersons and make it a vantage point for them.
1.6 Outline of The Study

This paper contains the purview of Green Building Practices from a local perspective. It includes the
factors and aspects of green consumers and their effects on buying intention or adoption of Green Building
Practices. This study is limited to the vicinity of Pakistan’s metropolitan city Karachi, located in the
province of Sindh. Therefore, the population is restricted to the residents, constructors, architects, or real
estate consumers residing within the locality or region. This is so that the respondents could be gauged and
narrowed for improved results.
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1.7 Definition of Key Terms

1.7.1 Consumer Attitude
The mental readiness of a buyer or a user that directly exerts influence on their responses (Allport, 1935).
1.7.2 Subjective Norms

Any behavior widely approved by society (Ham, Jeger, & Frajman Ivković, 2015), or the pressure to
comply with a supportive behavior (Ajzen, 1991).
1.7.3 Environmental Knowledge

Identification of behaviors, symbols, or concepts concerning sustainability and ecology in accord with
received information about environmental protection (Liobikienė & Poškus, 2019).
1.7.4 Green Building

An environmentally friendly structure or construction site (Ji & Plainiotis, 2006).
1.7.5 Green Building Practices

Resource efficiency throughout the process of building a structure considering environmental
responsibility (Ji & Plainiotis, 2006).
LITERATURE REVIEW
2.1 Theoretical Framework

2.1.1 Theory of Planned Behavior
The research is focused on the theory of planned behavior along with other factors affecting the intentions
to adopt. This psychological theory suggests that the main components to mold the behavioral intentions of
an individual are subjective norms, perceived behavioral control and attitudes (Ajzen, 1991).
Subjective norms could be explained as the societal pressure that forces an individual to abide by a certain
behavior (Saleh et al., 2020). Allport (1935) defined attitude as an individual’s readiness, neural as well as
mental, that employs an immediate influence on individual responses in a given situation. Perceived
Behavioral Control is referred to as gauging an individual’s perception of conducting certain behavior with
ease or difficulty (Ajzen, 1991). This will be further touched upon later in the study.
2.1.2 Environmental Knowledge (Issues and Practice)

In this variable, we will consider awareness as well as the knowledge about environment, and
environmental issues. The world consists of unlimited wants that are to be catered by limited resources. The
problem of optimum allocation of these resources otherwise referred to as consciousness regarding this
problem could be known as awareness of environmental issues.
Environmental awareness is not only focused on the protection of the future, but it also provides the context
for understanding the delicacy of our environment in the midst of detrimental threats from destructive
activities (Pachamama, 2017). According to the research conducted by (Laeeq et al., 2017) in India, one of
the highlighted reasons and challenges against green adoption, with a mean of 3.74, was lack of awareness.
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In a study by (Abidin, 2010), a person’s behavior towards ecological practices is signified, stating that
awareness has a key role to promote such exercise. Considering this context, we can generalize that similar
behavior is encountered in the construction or real estate industry. If contractors, architects, constructors,
or consumers, are well acquainted with the benefits, and importance of green building in the future, they
will emphasize the well-being of others when buying a house, constructing it, or providing blueprints rather
than compromising the environment.
This statement is confirmed by (Serpell et al., 2013) later, where they observed that green building practices
are most likely to be implemented in environmentally aware companies, rather than their counterparts. They
argue that awareness on the organizational level may bring about a company’s insertion of adopting green
building practices throughout the business model. However, (du Plessis, 2005) emphasized the fact that
genuine adoption of green building practices will bring change only if it is motivated by personal
commitment, contrary to the (Serpell et al., 2013) study.
Personal commitment is attained on the basis of gained knowledge. (Badrulhisham & Othman, 2016)
proposes knowledge as an individual’s basis for forming a behavior or conduct. Any information, issue, or
agenda could not be addressed without knowledge. A study conducted in Nigeria rooted the result stating,
that adoption of green projects within the construction industry depends on the knowledgeability of clients
and building professionals regarding environmental concerns (Nduka & Ogunsanmi, 2015). The study
confirmed that environmental knowledge and adoption of green projects have a positive relationship
(Blocker & Eckberg, 1997); (Singh & Bansal, 2012).
If professionals from the industry know the subject of green practices in said industry, for example,
professionals in the field of leadership in energy and environmental design (LEED), it will help them
efficiently manage and handle green projects (Robichaud & Anantatmula, 2011). This knowledge can later
lead to pro-environmental attitudes if practiced on a larger scale (Fisher et al., 2012). So, from the above-
provided literature, we can conclude that there are two main influencers that affect attitudes and behavioral
intentions. Those being, personality or nature, and external factors present within his environment or
surrounding (Miller, 2005). Aforementioned leads to the development of following hypothesis:
H1: Environmental Knowledge has a positive relationship with the intention to adopt green building
practices.
2.1.3 Attitudes
Throughout the research, the definition of attitudes has been defined in numerous diverse predicaments.
The basic, and well-known study by (Allport, 1935) state that attitudes could be defined as an individual’s
readiness, neural as well as mental, that employs an immediate influence on individual responses in a given
situation.
In (Gray et al., 1985), the study of ecological beliefs and behaviors, describes that an individual’s views
about the connotation of natural surroundings and human kinds are a result of underlying beliefs and
attitudes that in the long-term shape their behaviors towards the environment. This is also backed by the
theory of planned behavior later in the chapter (Ajzen, 1991).
Similarly, according to rather recent studies, attitudes are highly affected by environmental knowledge. As
discussed in (Ko & Jin, 2017), a higher level of environmental knowledge, or awareness regarding
environmental issues of consumers leads them to buy more ecologically sustainable apparel in the United
States of America.
Additionally, individual attitudes on the road to sustainable living are ultimately paramount for attaining
‘greenness’. It could be confirmed in (Wu, 2016), where the study discusses attitudes of Green Users.
Hence, the literature proposes the following hypothesis:
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H2: Attitudes positively affect the intention to adopt green building practices.
2.1.4 Subjective Norms

The societal pressure that forces an individual to abide by a certain behavior refers to as subjective norms.
This idea, along with attitudes and perceived behavioral control, was initially discussed in the theory of
planned behavior. This psychological theory suggests that the main components to mold the behavioral
intentions of an individual are subjective norms, perceived behavioral control, and attitudes (Ajzen, 1991).
The Social Learning Theory of Bandura claims that individuals learn through socializing with each other
via observation, imitation, and modelling. This theory of Bandura has often been prescribed as a bridge
between behavioral and cognitive learning theory because it incorporates attention, memory, and motivation
(Bandura, 2006). Societal pressure may influence the person’s behavior through the adoption of a certain
lifestyle, social activities, appearance, associations, etc.
These socially accepted touchstones provide the basis for appropriate behavior. It not only is the foundation
of judgement for morals (difference from right to wrong), but also the behavioral aspects with regards to
positive and negative consequences of an action (Bamberg & Möser, 2007).
Over the years of research on the subject of social norms (Han & Kim, 2010) suggest that one of the
predictors for intention to behave a certain way is subjective norms. Additionally, (Dezdar, 2017), argued
that subjective norms have a significant effect on the intention to practice green IT. Relating it to
environmental studies, it could be implied that similar is the case with these norms reflecting a positive
impact on intentions towards adopting green behaviors. Therefore, we land on the hypothesis:
H3: Subjective norms positively affect the intention to adopt green building practices. 2.1.5 Perceived
Behavioral Control
One of the main components of the theory of planned behavior, as conceptualized by (Ajzen, 1991), is
perceived behavioral control. It is the key to prognosticating the behaviors and intentions of individuals.
Salehet al., (2020) defined Perceived Behavioral Control as, “people’s perception of the ease or difficulty
of performing the behavior of interest”.
According to (Francis, et al., 2004), Perceived behavioral control could be discerned by the beliefs of an
individual concerning the influence of internal as well as situational aspects that assist the behavioral
conduct. It also includes gauges an individual’s perception of conducting certain behavior with ease or
difficulty (Ajzen, 1991).
There have been numerous studies on the subject of Green Practices that signify the relationship and impact
of the variable. Kai and Haokai (2016) researched the green commuting factors in a study conducted in
Beijing and Shanghai that indicates the direct influence of perceived behavioral control on green commuting
behaviors.
Another research on intentions to recycle by (Botetzagias et al., 2015) signifies that perceived behavioral
control is a crucial predictor of the utmost important green practice: recycling. Therefore, we develop the
hypothesis:
H4: Perceived behavioral control has a positive impact on the intention to adopt green building practices.
2.1.6 Pro-Environmental Behaviors

The solution for today’s environmental problems is rooted in human behavior (UNEP, 2016). Previously,
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in the literature, we cannot emphasize enough the importance of behaviors shaped by knowledge,
awareness, subjective norms, and perceived behavioral control that can positively impact the ecosphere.
This positive impact is otherwise named as Pro-Environmental Behaviors. These behaviors are essential for
sustainability in the long run and are encouraged for sustainability policies such as climate change
andenergy efficiency designs (AAAS, 2011).
Pro-environmental Behaviors are referred to as behaviors of individuals that contribute positively to the
environment, minimize the harms to the environment, and enhance the quality of the environment (Steg &
Vlek, 2009).
Numerous researches have been conducted on the topic of pro-environmental behaviors. It has become the
hotspot for research. As suggested by (Stern et al., 1999) a model named, Value Belief Norm, where the
study argues that a personal conflict is involved when an individual pursues and/or decides between
different goals. Adding to this, (Lindenberg & Steg, 2007) argued that environmental behaviors often
involve a conflict between the different goals a person pursues and suggested a value belief norm model to
help understand a person’s environmental behaviors. It is built in an individual's nature, that when they feel
their valued items or beliefs are being threatened, they consider taking an action believing that it will help
restore the said values, and so, they experience an obligation to provide support (Stern et al., 1999).
This model has been applied to many researches over the years to predict pro-environmental behaviors.
These various types include, but are not limited to, commute choices (Lind et al., 2015), energy efficiency
behaviors at the workplace (Staddon et al., 2016), energy conservation behavior in the household (Ibtissem,
2010), green consumers: organic food buyers (Margetts & Kashima, 2017), recycling (Botetzagias et al.,
2015) and willingness to pay the green price (Suki & Suki, 2015).
This takes us to the likelihood of behavioral spillovers (Thøgersen, 1999). It refers to the concept that one
pro-environmental action performed by an individual increases the chances of conducting another pro-
environmental behavior (Truelove et al., 2014).
However, Fujji and Kitamura (2003) suggested that costs and resource availability play an important role
in carrying out the behaviors. For example, recycling paper is easier, less costly than trying to recycle
plastic. Therefore, the link between the consistency of performing two pro-environmental behaviors will be
negatively affected (Gneezy et al., 2012). Later it was indicated by (Suki & Suki, 2015) that individuals
with the context of environmental concerns are more likely to pay extra – Green Price – for green products
and services. In the light of this research, we develop the hypothesis:
H5: Pro- Environmental Behaviors positively impact the intention to adopt green building practices.
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1.1 Conceptual Framework
Environmental
Knowledge
Attitudes
Subjective Norms Intention to Adopt

Green Building
Perceived Practices
Behavioural
Control
Pro- Environmental
Behaviours
Figure 2.1 Conceptual Framework

2.3 Hypotheses Generated
H1: Environmental Knowledge has a positive relationship with the intention to adopt green building
practices.
H2: Attitudes positively affect the intention to adopt green building practices.
H3: Subjective norms positively affect the intention to adopt green building practices.
H4: Perceived behavioral control has a positive impact on the intention to adopt green building practices.
H5: Pro-Environmental Behaviors positively impact the intention to adopt green building practices.
RESEARCH METHODOLOGY
3.1 Research Approach
In this research, the pathway chosen for data collection and analysis is the quantitative method i.e.,
explanatory which refers to as the theory testing approach. Explanatory research answers the questions
in quantitative or statistical form. The questions could be ‘what proportion’, or ‘how many, whereas,
they could be answered as a simple ‘yes’ or ‘no’ or in a number form. Hence, this is a deductive
approach based on research whereby, the results are quantifiable and statistically analyzed.
3.2 Research Design

This is a one-time cross-sectional study using the deductive approach based on the primary data collected.
The proposed research uses descriptive study for demographic purposes, as well as casual research
design to test the cause-and-effect relation between the variables. This research investigates the
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different variables affecting or causing a change in consumer buying behavior. Hence, the study aims
to determine variations and causality in independent variables presumed to influence the dependent
variable.
3.3 Sampling Design and Technique

The target population for the proposed research is those consumers who are knowledgeable about the
‘Green’ concept as well as relevant to the real estate or construction industry or green building practices.
Since the population size is large and the study uses purposive sampling, the sample size will be
relatively smaller. The data was collected from 200 respondents sample size effectively to ensure
authenticity. However, it was adjusted during the assessment due to inaccurate responses and 120
responses were deemed fit for further analysis.
3.4 Instrument of Data Collection

As this study is quantitative, the instrument used is a survey form. In a questionnaire with a Likert scale,
close-ended questions are filled by respondents online in a controlled, well-maintained procedure. An
adaptative questionnaire is developed for the collection of data. Therefore, the questionnaire does not
require a reliability or validity test as it has already been tested in different studies.
The questionnaire contains six variables and demographic questions adapted from different studies.
To study the variable of Environmental knowledge, four statements are taken from (Lee, 2008; Lee,
2009; Haron et al., 2005). To test the variable Attitudes and Subjective Norms, four statements
respectively, for each variable are taken from (Al-Swidi et al., 2014). Four statements for variable
Perceived behavioral control are taken from (Al-Swidi et al., 2014; Brown & Venkatesh, 2005). Lastly,
for the variable Pro-Environmental Behaviors, four statements are adapted from (Sabar et al., 2018).
Below is a chart provided.
Constructs Citation
Environmental knowledge (Lee, Gender differences in Hong Kong adolescent consumers’
green purchasing behavior., 2009)
(Lee, Opportunities for green marketing: young consumers,
2008)
(Haron, Paim, & Yahaya, 2005)
Attitudes (Al-Swidi, Huque, Hafeez, & Shariff, 2014)

Subjective Norms (Al-Swidi, Huque, Hafeez, & Shariff, 2014)
Perceived behavioural control (Al-Swidi, Huque, Hafeez, & Shariff, 2014)
(Brown & Venkatesh, 2005)
Pro-Environmental Behaviours (Sabar, Anuar, Mutazam, Nifa, & Lin, 2018)
Adoption Intention of Green Building (Al-Swidi, Huque, Hafeez, & Shariff, 2014)
3.5 Procedure of Data Collection

The main focus of the study is to conduct primary research from customers having knowledge regarding
green building practices. The method for primary data collection is a questionnaire survey that was used
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to get statistical data and analyze it to get the results.
3.6 Statistical Techniques

SPSS software is used to analyze the data and find statistical results. The data has undergone reliability
analysis, multiple regression analysis, correlation matrix, t-test, descriptive statistics, coefficients, and
ANOVA.
4. DATA ANALYSIS AND RESULTS
This data has been collected from the participants regarding the topic of green building from various
colonies of Karachi, who can comprehend the importance of building association strategy and its effect
on the environment
4.1 Findings and Analyses of the results

Demographic Analysis
Table 0.1
Gender
Cumulative
Item Frequency Percent
Percent
Female 46 38.3 38.3
Valid Male 74 61.7 100.0
Total 120 100.0
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The above table identifies the gender distribution of the respondent. The analysis checked gender variation
in who filled this questionnaire and found that 74 out of 120 were filled by the male which
constitutes 61.7% and 38.3% filled by the female which accounts for 46 out of total 120 people.
Table 0.1
Education
Cumulative
Frequency Percent Valid Percent
Percent
Doctorate 1 .8 .8 .8
Graduate 43 35.8 35.8 36.7
Valid Intermediate/A level 6 5.0 5.0 41.7
Undergraduate 70 58.3 58.3 100.0
Total 120 100.0 100.0
The above results define the education level of respondents, most of the respondents were having
Undergraduate degrees, that is 70 out of 120, whose total percentage is 58.3%, while 43 out of 120 were
having Graduate degrees whose total percentage is 35.8%. It means that the maximum number of
respondents were educated at - at least an undergrad level. However, 5% of the 120 people held high school
degrees, and less than 1% were at the Doctorate level.
Table 0.2
Occupation
Cumulative
Percent
Employed 47 39.2 39.2 39.2
Other 49 40.8 40.8 80.0
Valid
Own Business 24 20.0 20.0 100.0
Total 120 100.0 100.0
The above table indicates the occupations of the respondents. Most of the respondents were other
occupations like freelancing, online business, internships, part-time jobs, etc. They accounted for 49 out
of 120 whose total percentage is 40.8%. Whereas, 47 out of 120 were participants that were employees
who accounted for a total percentage of 39.2%. Lastly, 24 out of 120 respondents were business owners
who accounted for a total percentage of 20%.
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Table 0.3
Meaning of the Green Building
Cumulative
Percent
Buildings in Green Colour 5 4.2 4.2 4.2
Buildings with Plants 52 43.3 43.3 47.5
Valid
Sustainable Buildings 63 52.5 52.5 100.0
Total 120 100.0 100.0
The above results define the distribution of the respondents’ responses regarding the question of their
understanding of the green building. Here, most of the respondents were the ones who selected
‘Sustainable Buildings’ as an answer. They accounted for 63 out of 120 whereby covering a total
percentage of 52.5%. Whereas, 52 out of 120 opted for the option: ‘Building with Plants’ whose total
percentage is 43.3% and 5 out of 120 opted for the option: ‘Building in Green Color’ whose total
percentage is 4.2%. It is duly noted that at most times the researcher informed and briefed the respondents
regarding ‘Green Buildings’ before getting the questionnaire filled.
Table 0.4
Descriptive Analysis
N Mean Std. Deviation
AIGB 120 3.512 .855

EK 120 3.554 .651
A 120 3.813 .538
SN 120 2.965 .763
PBC 120 3.162 .870
PEB 120 3.572 .717
Valid N (listwise) 120
The above table provides a descriptive analysis. The analysis shows that all of the variables are near to the
Agreeing response. As the questionnaire was based on the Likert scale whereby the scale consisted of
responses from 1 being “Strongly Disagree” and 5 being “Strongly Agree”. In this Table, the abbreviations
for the variables are used. AIGB is Adoption Intention of Green Building, EK is Environmental
Knowledge, A is Attitudes, SN is Subjective Norms, PBC is Perceived Behavioral Control, and PEB is
Pro-Environmental Behavior.
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Table 0.5
Reliability Analysis
Constructs N Cronbach Alpha

AIGB (Dep.) 120 0.81
EK (Indp.) 120 0.81
A (Indp.) 120 0.71
SN (Indp.) 120 0.71
PBC (Indp.) 120 0.82
PEB (Indp.) 120 0.74
Overall Reliability 0.95
Table 4.6 is explaining the reliability of each construct separately as well as the overall reliability of the
instrument. The overall reliability of this questionnaire is 0.95, which shows that the instrument is reliable
for various statistical analyses. According to (Gliem & Gliem, 2003), a Cronbach Alpha value of < 0.9
is considered to be Excellent. Hence, the questionnaire containing 23 statements is Excellent to be further
analyzed. Moreover, the individual reliability of each construct is < .7, which shows that each construct
is considered Good for different statistical analyses. It also explains that the scale questions of each
construct are aligned with each other.
Table 0.6
Correlations
AIGB EK A SN PBC PEB
AIGB Pearson Correlation 1 .615** .714** .685** .236** . 823**
Sig. (2-tailed) .000 .000 .000 .000 .000
EK Pearson Correlation .615** 1 .645** .812** .452** .612**
Sig. (2-tailed) .000 .000 .000 .000 .000
A Pearson Correlation .714** .645** 1 .427** .475** .211**
Sig. (2-tailed) .000 .000 .000 .000 .000
SN Pearson Correlation .685** .812** .427** 1 .579** .745**
Sig. (2-tailed) .000 .000 .000 .000 .000
PBC Pearson Correlation .236** .452** .475** .579** 1 .417**
Sig. (2-tailed) .000 .000 .000 .000 .000
Pearson Correlation .823** .612** .211** .745** .417** 1
PEB
Sig. (2-tailed) .000 .000 .000 .000 .000
**. Correlation is significant at the 0.01 level (2-tailed).
Table no. 4.7 shows the correlation between the variables. The correlation lies between -1, 0, & 1. These
numbers define whether the variables are highly correlated at 1 being a perfect positive correlation or
highly not correlated at -1 being a perfect negative correlation. In this Table, the abbreviations for the
variables are used. AIGB is Adoption Intention of Green Building, EK is Environmental Knowledge,
______________________
Sheikh, A., et al.,
A is Attitudes, SN is Subjective Norms, PBC is Perceived Behavioral Control, and PEB is Pro-
Environmental Behavior. As the result indicates, all variables are positively correlated with none of
them near -1 Pearson Correlation. The dependent variable, AIGB, is at 0.01 (1-tailed) indicating the
significance of the variables. The results of the correlation matrix suggests that all the independent
variables affect the dependent variable in a positive manner. Therefore, the null hypothesis will be
rejected and the alternate hypothesis will be accepted. That is, the said variables have a relationship with
the dependent variable. However, the hypothesis will be further analyzed under more tests.
Model Summary
Std. Error of the
Model R R Square Adjusted R Square
Estimate
1 .901a .845 .818 .45301
a. Predictors: (Constant), EK, A, SN, PBC, PEB
As the model summary indicates, the model explains 81.8% of the variance defined by Adjusted R
Square.
Table 0.7
ANOVA
Model Sum of Squares Df Mean Square F Sig.
Regression 125.014 5 25.008 76.761 .000b

1 Residual 37.458 115 0.3247
Total 162.472 120
a. Dependent Variable: AIGB
b. Predictors: (Constant), EK, A, SN, PBC, PEB
As the ANOVA table suggests the value of F is 76.761 and the significance value is under the
standardized value of 0.05, this model is significant and fit.
Table 0.8
Coefficients
Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta
(Constant) 1.201 .119 1.635 .000
EK .389 .510 .247 .147 .001
A .111 .014 .146 2.012 .021
1
SN .443 .052 .294 3.512 .000
PBC .366 .056 .512 5.124 .031
PEB .324 0.27 0.147 4.125 .000
a. Dependent Variable: AIGB
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Sheikh, A., et al.,
The regression analysis indicates the effect of independent variables, namely; EK, A, SN, PBC, and
PEB on the dependent variable: Adoption Intention of Green Building. The unstandardized coefficients
indicate that if all other variables are taken at the zero value, the dependent variable will take place at
1.201. Considering this, with every 1% change in the dependent variable, if we add EK, it will be
affected by 38.9%. Similarly, variables A, SN, PBC and PEB will affect the dependent variable by
11.1%, 44.3%, 36.6%, and 32.4%, respectively. Further, this table indicated the significance level and
model fit. Here, the t-value and Sig-value are of importance. The t-value indicates the nature of the
relationship that the independent variable has with the dependent variable. As shown above, all the
independent variables (EK: 0.147, A: 2.012, SN: 3.512, PBC: 5.124, PEB: 4.125) have a positive
relationship with the dependent variable (AIGB: Adoption intention of Green Building). Lastly, the Sig-
Value shows the significance of the relationship. Since the relationship could either be positive or
negative, it is viable to check if it is significant to be considered or not. The regression analysis indicates
that all the variables have a significant relationship since all the values in the significance column are
less than 0.05.
Empirical
S. No Hypotheses Beta t Sig
Conclusion
H1 Environmental Knowledge
has a significant relationship
.389 .147 .001 Accepted
with the intention to adopt
green building practices.
H2 Attitudes significantly affect
the intention to adopt green .111 .012 .021 Accepted
building practices.
H3 Subjective norms positively
affect the intention to adopt .443 .512 .000 Accepted
green building practices.
H4 Perceived behavioral control
has a positive impact on the
.366 .124 .031 Accepted
intention to adopt green
building practices.
H5 Pro-Environmental
Behaviors significantly
.324 .125 .000 Accepted
impact the intention to adopt
green building practices
All the hypotheses have been proven to be accepted by the research conducted in the vicinity of Karachi,
Pakistan. This data indicates the result of 120 respondents who are well informed about the Green
Building concept. The tests are run on the SPSS software to analyze the data to provide factual
information. Since the population is unknown and the sample size is henceforth, limited, the data may
vary to a certain extent as provided in the test results.
______________________
Sheikh, A., et al.,
DISCUSSION, CONCLUSION, POLICY IMPLICATIONS, AND FUTURE RESEARCH

5.1 Discussion
The data received and run through the tests on SPSS indicates that it is in accordance with that of
previous research (Saleh, 2020). All hypotheses are accepted even in the Karachi city of Pakistan where
there is a lack of knowledge observed. With the illiteracy rate booming in the country of Pakistan, the
disparity surrounding the concept of green building is one, that is unlikely to be ignored. Even though
the results indicate a positive response, that is due to the restrictions implemented while getting the
responses. The general public faces difficulty to grasp the idea of the terminology as well as the concept
of ‘Green’ (Laeeq et al., 2017). Awareness plays a key role when we talk about greenness. Hence,
Environmental knowledge is an important component (Abidin, 2010; Serpell et al., 2013).
While conducting the research, many questions were raised regarding the topic. As the results indicate,
only a little margin of the whole population in Karachi is well aware, or simply put, familiar with the
green word being used as a synonym for sustainability. As argued, people-built associations as to what
is acceptable and what is not. This brings us to three of our hypotheses: subjective norm, perceived
behavior control, and attitudes. Widely known as theory of planned behavior (Ajzen, 1991). These
components effect an individual’s views about the connotation of natural surroundings and human kinds
(Gray et al., 1985; Francis et al., 2004) Their opinions are a result of underlying beliefs (Bandura, 2006).
However, since the research only aimed to opt for the respondents who were knowledgeable about the
topic, yet, the researcher felt the need to inform the respondents before registering their answers. This
is due to the researcher’s observation. It was observed that people were reluctant to answer, and
somewhat felt uneasy. When asked, it came to the knowledge that the wordings in the questionnaire
could have been further simplified for the understanding of a layperson.
The gist of the study is that it contains a limited scope and information as it targeted people with
knowledge. These respondents indicated the need for change in the perspective regarding the concept
of ‘Green’. Meaning that pro-environmental thinkers were more inclined towards the concept. Which is
also supported by value belief norm (Stern et al., 1999). Alongside this, they showed their affirmation
towards accommodating sustainable practices, as well as incorporating further green practices within
their buildings. This takes us to the likelihood of behavioral spillovers (Truelove et al., 2014).
5.2 Conclusion
The results indicate a positive response towards the adoption intention of Green Building Practices. The
study contains information regarding Green Building shedding the light from the perspective of various
countries. Pakistan however, has the least amount of focus on the subject. As mentioned before in the
study, the number of green buildings in Pakistan is as low as they could be counted on two hands. The
number of researches carried out in Pakistan only provide the perspective and idea from the point of
view of either engineers or architects. Hereby, the main issue faced in the study is the knowledge barrier
about Green Buildings. The responses indicated that the maturity of people does not understand what is
meant by green building. They are unaware of the notion of what it might be, or how it may affect their
lives as well as impact the environmental surroundings. Many of the respondents thought about green
buildings as buildings that have plants or are buildings with green color. However, as we further move
in the questionnaire, it is indicated that people are practicing green habits but they are unaware of the
word green or what the word green might mean. Since it was purposive sampling the researcher felt
difficulty explaining the concept of green building and green practices. To a layperson, these
terminologies were rather difficult to understand. The initial responses were collected for 200 however,
only 120 responses were deemed fit for the analysis.
______________________
Sheikh, A., et al.,
5.3 Policy Implications

Due to the environmentally unfriendly habits, even in the thrust of Environmental cause, Green
Building Practices lack vision. The construction industry in Pakistan and globally faces doubts and
significant challenges that require changing behavior towards environmental concerns. Conventionally
constructed buildings not only impact the environment but also safety, health, and comfort, thereby,
overall affecting the occupants’ productivity (Singh et al., 2010). Hence, Carroll Chris states in a report
on WBCSD Building System Carbon Framework by Arup, “We have to consider carbon like we
currently consider money” (Carroll, et al., 2021). Her concept is about how one would not invest in a
project without knowing its financial standing, then why would you forgo the environment you will be
living in. Pakistan currently consists of more than thirty green buildings of which twenty-three green
buildings are in Karachi (The Green Building Information Gateway, 2022). Karachi currently holds two
awards and twenty certifications in the field of green building. Eleven buildings are only in the area of
Korangi town (The Green Building Information Gateway, 2022). Even though these facts and figures
show that Karachi is moving towards achieving the SDGs by investing and establishing Green Projects,
this is all in the premature stage. Government needs to take several initiatives to make people aware and
conscious of their surroundings. Parties of the relevant field should be given initiatives to work on such
LEED projects. Leverage should be provided to construction companies for constructing sustainable
buildings, marketeers should be given incentives for promoting sustainable practices, and most
importantly, the government should promote green projects in such ways that it attracts investors and
motivate them to invest heavily in green building projects.
5.4 Future Area of Research

In the near future, researchers could work on two separate, yet equally correlated paths. One of the
perspectives is from the side of a constructor or a real estate agent, and the other perspective is from the
side of architects, engineers, and interior designers.
Considering the markets of Karachi, there is a huge potential for this topic to gain popularity as well as
show improvement. As the study repeatedly indicated that this market is yet premature and needs mass
attention, it is only relevant that researchers put their time and effort into tapping and understanding new
markets. A few examples here are, eco-friendly shopping bags by Carrefour was one of the initiatives
in the start of an ecological mindset. Thereon, Imtiaz, textile fashion brands, as well as the federal
government in Islamabad followed suit. Similarly, other brands have started these small-scale
maneuvers to gain the public eye.
Customers’ opinions regarding green products, the acceptability of ‘Greenness’ in the market,
customers’ willingness to invest in green projects, and the market’s ability to incorporate green practices
are some of the major topics t be researched. Whereas, considering this research, a foundation is laid for
future research in the Green Building industry from the perspective of the general public or a layperson.
Further research could be constructor oriented, real estate oriented, investor-oriented, climate
change/global warming or shed light on the views of an activist. It is necessary to find the opinions of
builders, their issues, their methods, as well as the conditions they are willing to work on. That will be
beneficial to boost the concept and build a basic understanding of the market.
______________________
Sheikh, A., et al.,
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KASBIT Business Journal, 16(1), 15-34

Sheikh, A., et al.,

KASBIT BUSINESS JOURNAL

Journal homepage: www.kbj.kasbit.edu.pk

A Quantitative Approach to the Adoption of Green Building Practices in

ARTICLE INFO ABSTRACT

1.2 Problem Statement

1.3 Research Questions

1.4 Research Aims and Objectives

1.5 Significance of the Study

1.6 Outline of The Study

1.7 Definition of Key Terms

1.7.2 Subjective Norms

1.7.3 Environmental Knowledge

1.7.4 Green Building

1.7.5 Green Building Practices

2.1 Theoretical Framework

2.1.2 Environmental Knowledge (Issues and Practice)

2.1.4 Subjective Norms

2.1.6 Pro-Environmental Behaviors

Subjective Norms Intention to Adopt

Figure 2.1 Conceptual Framework

3.2 Research Design

3.3 Sampling Design and Technique

3.4 Instrument of Data Collection

Attitudes (Al-Swidi, Huque, Hafeez, & Shariff, 2014)

3.5 Procedure of Data Collection

to get statistical data and analyze it to get the results.

3.6 Statistical Techniques

4.1 Findings and Analyses of the results

Meaning of the Green Building

N Mean Std. Deviation

AIGB 120 3.512 .855

Constructs N Cronbach Alpha

Regression 125.014 5 25.008 76.761 .000b

DISCUSSION, CONCLUSION, POLICY IMPLICATIONS, AND FUTURE RESEARCH

5.3 Policy Implications

5.4 Future Area of Research

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