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

Ali Asad; Muhammad Fayyaz Khokhar

Authors

Ali Asad
Muhammad Fayyaz Khokhar

Keywords:

brand awareness, brand image, price, purchasing decision and environmental concerns

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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How to Cite

Green Awareness Effects on Consumers Purchasing Decision: A Case of Pakistan. (2014). Global Journal of Management and Business Research, 14(E6), 9-15. https://journalofbusiness.org/index.php/GJMBR/article/view/1555

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