Last Updated on October 11, 2023 by Fiza Khurram
Researchers from the University of the Punjab’s Hailey College of Banking & Finance, Muhammad Abuzer Yahya Khan and Zargham Ullah Khan, shed light on the changing landscape of consumer behaviour in the context of environmental consciousness. Their study, titled “Factors Affecting Green Brand Purchase Behaviour: The Mediating Role of Green Brand Innovativeness,” delves into the complex relationship between green brand positioning, attitude towards green brands, green brand knowledge, and ultimate green brand purchase behaviour, all within the unique context of Pakistan.
Organizations are recognizing the need to implement eco-friendly practises to be competitive and contribute to sustainability as the environment faces increasing difficulties. This study, which is unusual in Pakistani research, applies the idea of reasoned action to examine how Pakistani consumers make decisions about green brand purchases.
The researchers use self-administered online questionnaires to collect customer data using a causal study technique and correlation analysis. The investigation, which was carried out using SPSS version 22 and AMOS version 21, yielded some intriguing results. The study, in particular, proposes the idea of green brand innovativeness as a mediator, shedding light on its function in shaping green brand buying behaviour.
This study not only advances theory, but it also has practical consequences for firms attempting to understand and cater to the environmentally sensitive Pakistani consumer. The study’s findings provide significant recommendations for organizations looking to effectively position themselves in the green market.
