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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. The paper
used a closed-ended questionnaire to gather data from randomly selected respondents. Partial
least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for the path
analysis of 190 responses from four universities of Pakistan. The findings revealed a direct
positive relationship between celebrity endorsement, promotional activities, packaging of a
product, and brand image with the green consumer buying behavior. 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
behavior.
Sikandar Ali Qalati, Wenyuan Li, Sajid Hussain Mirani, Jan Muhammad Sohu, Rana Yassir Hussain, Naveed Ahmed. (2020) Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry, Sukkur IBA Journal of Management and Business , Volume 7, Issue 1.
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