Academic Journal
Antecedents and Mediating Role of Green Buying Behavior
| العنوان: | Antecedents and Mediating Role of Green Buying Behavior |
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| المؤلفون: | Muhammad Khalique, Samra Iftikhar, Mohd Rafi bin Yaacob, Ahsan Tahir |
| المصدر: | Market Forces, Vol 15, Iss 2, Pp 37-58 (2020) |
| بيانات النشر: | Karachi Institute of Economics and Technology, 2020. |
| سنة النشر: | 2020 |
| المجموعة: | LCC:Commerce |
| مصطلحات موضوعية: | green marketing, social influence, green brand image, self-actualization, Commerce, HF1-6182 |
| الوصف: | Sustainability of the environment iis one of the major issues both in developed and developing countries. There is an abundance of studies on green buying behavior. However, a few have studied the mediating role of green buying behavior. Thus, we have developed a new model that has five direct and three mediating relationships. This empirical research has used a snowball sampling technique for collecting the data. We distributed 400 questionnaires and received 377 valid responses. The study has used Smart PLS software for data analysis, including reliability, validity, and generating measurement and structural models. We found that green brands, green identification, and social influence are significant predictors of green buying behavior. Further, we find that the green brand image and green buying behavior promote green satisfaction. The results also suggest that green buying behavior mediates (1) green image and green satisfaction, (2) social influence and green buying behavior, (3) self-identification, and green satisfaction. We also found that consumers have a favorable attitude towards green buying behavior. However, there is a huge gap in consumers’ attitude and actual buying behavior. Thus, marketers and practitioners need to develop strategies that would translate a favorable attitude towards actual buying behavior. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 1816-8434 2309-866X |
| Relation: | https://kiet.edu.pk/marketforces/index.php/marketforces/article/view/459; https://doaj.org/toc/1816-8434; https://doaj.org/toc/2309-866X |
| DOI: | 10.51153/mf.v15i2.459 |
| URL الوصول: | https://doaj.org/article/65bb0bcb34c641339f72549b96818d04 |
| رقم الانضمام: | edsdoj.65bb0bcb34c641339f72549b96818d04 |
| قاعدة البيانات: | Directory of Open Access Journals |
| تدمد: | 18168434 2309866X |
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| DOI: | 10.51153/mf.v15i2.459 |