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Influence of Green Marketing Practice on Consumer Buying Behavior: Moderating Persuasion of Environmental Awareness.
Academic Journal
The environmental concerns and glowbal warming are the worldwide issues appeared in the foreground. In order to cope with global warming and environmental concerns the green practices are introduced around the globe that is associated with waste reduction, resource conservation and healthy living are considered to be important. Therefore, consumers are more intended to purchase the green-products. Researchers reported that the principles of green marketing, environmental awearness and consumer buying behavior have not been explored in a collaborative way. Therefore, the objectives of the study are a) to analyze the effect of green marketing practices, i.e. (green ads, eco-labeling, green-branding) on environmental awareness and consumer buying behavior (CBB) and b) to investigate the moderating effect of environmental awareness on green marketing and CBB. The targeted population is the consumers of the shopping malls of urban areas of Pakistan. The data were collected via questionnaire and collected data was analyzed through hierarchal regression. The findings exhibited that the green marketing practices, i.e. (green ads, eco-labeling, green-branding) has positive, substantial effect on environmental awareness and CBB, and environmental awareness partially moderates in an association between greenmarketing facets i.e. (green-ads, eco-labeling, green-branding) and CBB. The study concluded that the creation of an efficient green product and marketing strategy is extremely essential for marketers, which can contribute to higher profits and customer patronage. The business will gain the consumers' respect and loyalty in exchange. [ABSTRACT FROM AUTHOR]