Last Updated on October 30, 2023 by Fiza Khurram
Consumers in today’s environmentally conscious society are keenly aware of how their spending habits affect the globe. Companies are developing eco-friendly branding as a means of maintaining both competitiveness and environmental responsibility. Green branding and sustainability have taken center stage in this international effort.
Researchers Muhammad Abuzer Yahya Khan and Zargham Ullah Khan of the University of the Punjab’s Hailey College of Banking & Finance looked at what factors influence Pakistanis’ preferences for eco-friendly brands. They focused particularly on the mediating role of green brand innovativeness to investigate how positioning, attitudes, and knowledge of green brands affected consumer decisions.
Using the framework of reasoned action, this research delves into the thought processes behind Pakistani shoppers’ selection of eco-friendly products. It is a correlational study designed to establish a chain of causation between the investigated factors. Self-administered online surveys were used to collect data, and then strong statistical techniques like SPSS version 22 and AMOS version 21 were used to evaluate hypotheses. In AMOS, the bootstrapping method was used for a structural equation modeling (SEM) analysis, which included a mediation analysis.
The findings of this study have important theoretical and practical consequences, providing new insight into the influence of green brand innovation and consumer awareness on green consumer behavior. The findings of this research add to the literature on sustainable marketing.
