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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