Abstract
In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to
manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship
between celebrity endorsement, promotional activities, packaging, brand image and green consumer buying behavior in the cosmetic
industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer
buying behavior. The data was collected primarily through 5 Likert scale questionnaires from the females of the four renowned
Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data
analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity
endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green
CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications
for practitioners and researchers interested in investing in green consumption in Pakistan
Muhammad Waqas, Sikander Ali Qalati, Shakir Hafeez, Luqman Tauheed Rana, Sheikh Muhammad Farhan. (2020) Effects of Celebrity Endorsement, Promotional activities, Packaging of products, and Brand image, on Green Consumer buying behavior, Paradigms , Vol 14, Issue 1.
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