Abstract
Environmental friendly products and business processes are
becoming very hot topic and it also becomes a priority to the
Pakistan Government. It is very important especially for one of the
developing country like Pakistan to understand consumer attitude
towards green products, where these trends are still new.
Therefore, the purpose of this study is to investigate the effect of
awareness of green marketing on green purchasing intention in
consumer perspective and simultaneously assess the mediating role
of price consciousness and moderating role of awareness of green
product. The present study has made on green products in general
not to a specific brand or product category. The customer
response was collected through questionnaires and convenience
sampling method was employed for getting response from
consumers. Correlation, Cronbach alpha, regression and mediator
moderator process by Andrew F. Hayes have used in order to
analyze the propose model.The findings of this study indicate that
there is a significant effect of brand preferences, price
consciousness and awareness of green marketing on green
purchase intentions among consumers. The framework of this study
will help the professional marketers and managers to understand
the customer’s perception and developed a customer’s oriented
marketing strategy
Muhammad Hashim, SajjadAhamdBaig, Muhammad Abrar, AfzaAfzal, Muhammad Mohsin. (2019) Effects of Green Marketing on Green Purchase Intentions, The Dialogue, Volume 14, Issue 2.
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