Influence of Green Marketing Practice on Consumer Buying Behavior: Moderating Persuasion of Environmental Awareness

Abstract

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. 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 mediating 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 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. The business will gain the consumers’ respect and loyalty in exchange.

Keywords: Green-Marketing, Environmental-Awareness and Consumber Buying Behaviour