ARTICLE

RELATIONSHIP BETWEEN GREEN MARKETING DETERMINANTS AND CONSUMER BUYING BEHAVIOR MEDIATING ROLE OF ENVIRONMENTAL AWARENESS

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04 Pages : 38-52

http://dx.doi.org/10.31703/ger.2021(VI-I).04      10.31703/ger.2021(VI-I).04      Published : Mar 2021

Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness

Abstract

    Global warming is indeed one of the significant problems the planet is currently facing. In order to cope with global warming 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 and environmental consumer behavior have not been explored in a collaborative way. 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 intermediates in an association between green-marketing 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.

    Green-Marketing, Environmental-Awareness, Consumer Buying Behaviour

    (1) Fazli Haq
    PhD Scholar, IQRA National University, Peshawar, KP, Pakistan.
    (2) Adil Adnan
    Associate Professor, Business Administration Department of Business Administration, IQRA National University, Peshawar, KP, Pakistan.
    (3) Muhammad Arif
    Assistant Professor, Department of Management Sciences, University of Swabi, KP, Pakistan.
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Cite this article

APA

    APA : Haq, F., Adnan, A., & Arif, M. (2021). Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness. Global Economics Review, VI(I), 38-52. https://doi.org/10.31703/ger.2021(VI-I).04

CHICAGO

    CHICAGO : Haq, Fazli, Adil Adnan, and Muhammad Arif. 2021. "Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness." Global Economics Review, VI (I): 38-52 doi: 10.31703/ger.2021(VI-I).04

HARVARD

    HARVARD : HAQ, F., ADNAN, A. & ARIF, M. 2021. Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness. Global Economics Review, VI, 38-52.

MHRA

    MHRA : Haq, Fazli, Adil Adnan, and Muhammad Arif. 2021. "Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness." Global Economics Review, VI: 38-52

MLA

    MLA : Haq, Fazli, Adil Adnan, and Muhammad Arif. "Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness." Global Economics Review, VI.I (2021): 38-52 Print.

OXFORD

    OXFORD : Haq, Fazli, Adnan, Adil, and Arif, Muhammad (2021), "Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness", Global Economics Review, VI (I), 38-52

TURABIAN

    TURABIAN : Haq, Fazli, Adil Adnan, and Muhammad Arif. "Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness." Global Economics Review VI, no. I (2021): 38-52. https://doi.org/10.31703/ger.2021(VI-I).04