Green Awareness Effects on Consumers Purchasing Decision: A Case of Pakistan.

Ali Asad
Ali Asad * § DBA, BBA, M. Phil , PhD.
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Muhammad Fayyaz Khokhar
Muhammad Fayyaz Khokhar
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§ National College of Business Administration and Econ...

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Green Awareness Effects on Consumers Purchasing Decision: A Case of Pakistan.

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Abstract

Consumers’ awareness on products marketed in green marketing is important in guiding their purchasing decision of green products. This study aims to examine the influence of consumers’ environmental concerns, awareness of green product, price and brand image on their purchasing decision of green products. A total of 300 completed responses were collected in the survey. Responses were randomly drawn from students in a university campus in the Multan, Pakistan. Their participation was purely voluntary. Results authenticated that consumers’ awareness of price and brand image significantly influences their purchasing decision of green products. A person having some concern for the environment and its brand image would have a stronger preference to buy a green product. Findings could provide fruitful insights for environmental sustainability in Pakistan.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Ali Asad, Muhammad Fayyaz Khokhar. 2014. "Green Awareness Effects on Consumers Purchasing Decision: A Case of Pakistan.". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E6).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
brand awarenessBrand imagepricepurchasing decision and environmental concerns
Classification
GJMBR-E Classification JEL Code: M31
  • Submission ReceivedDecember 7, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 5, 2014
  • Published January 15, 2014
Version of record

v1.2

Issue date
November 10, 2014

Language
English
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Green Awareness Effects on Consumers Purchasing Decision: A Case of Pakistan.

Ali Asad
Ali Asad <p>National College of Business Administration and Economics</p>
Muhammad Khokhar
Muhammad Khokhar
  • Submission ReceivedDecember 7, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 5, 2014
  • Published January 15, 2014