SUSTAINABILITY MEETS AFFORDABILITY: UNDERSTANDING THE DRIVERS OF GREEN INTERIOR DESIGN ADOPTION IN PAKISTAN'S EMERGING ECONOMY

Abstract

Green interior design has become increasingly important for promoting environmental sustainability in the built environment. However, financial constraints, limited awareness, and practical adoption challenges still limit its implementation in emerging economies. This study examined the factors influencing green interior design adoption in Pakistan, focusing on environmental awareness, perceived economic benefits, perceived affordability, and perceived adoption barriers. Drawing on the Theory of Planned Behavior, the study employed a quantitative, cross-sectional research design and collected data through a structured questionnaire administered to professionals associated with interior design, architecture, construction, and property development. The collected responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The findings indicated that environmental awareness, perceived economic benefits, and perceived affordability positively influenced green interior design adoption, whereas perceived adoption barriers demonstrated a significant negative relationship. Among the examined factors, perceived affordability emerged as the strongest predictor, highlighting the importance of making sustainable interior solutions financially accessible. The findings emphasize that promoting green interior design requires more than environmental awareness; it also involves demonstrating long-term economic advantages, improving access to affordable sustainable materials, and addressing financial and professional implementation constraints. This study contributes to the understanding of sustainable design adoption in an emerging-economy context and offers practical insights for interior designers, construction professionals, developers, and policymakers seeking to strengthen sustainable practices in Pakistan.