Interview Guide
Cultural Influence on Behaviours Towards Sustainable Products: A Comparative Study between
the UK and Pakistan
Section A: Respondent Profile
[Link] of residence:
☐ United Kingdom
☐ Pakistan
[Link]:
☐ Male ☐ Female ☐ Prefer not to say ☐ Other
[Link] group:
☐ 18–25 ☐ 26–35 ☐ 36–45 ☐ 46+
[Link] level of education:
☐ High School ☐ Undergraduate ☐ Postgraduate ☐ Other
Section B: Main Questions
1. Understanding of Sustainable Products
Q1. What does the term “sustainable product” mean to you?
2. Purchase Behaviour
Q2. Can you describe your experience of buying sustainable products?
3. Barriers to Purchase
Q3. Does anything prevents you from buying sustainable products?
4. Trust in Sustainability Claims
Q4. What makes an eco-label or sustainability claim trustworthy or untrustworthy to you?
5. Cultural Influence (Social Impact)
Q5. Who influence your buying decisions?
• Family
• Friends
• Community
• Leaders
• Celebrities
• Experts
5. Trust in Authority (Power Distance)
Q5. Do government-approved labels or expert opinions influence your trust in sustainable
products? Why or why not?
6. Closing Question
Q6. Is there anything else you would like to say about buying sustainable products?
Thank you for your participation. Your responses will be kept confidential and used only for
academic research purposes.