THE IMPACT OF GREEN MARKETING MIX ON GREEN BUYING BEHAVIOR: (A CASE OF KHYBER PAKHTUNKHWA EVIDENCE FROM THE CUSTOMERS)

The purpose of the study is to examine the factors affecting green buying behavior. The research study explored the subject of green consumerism in background of employees of public sector universities of Khyber Pakhtunkhwa, Pakistan. The researcher mainly focused on noticing the determinants effect...

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Bibliographic Details
Published in:City University Research Journal 2019-01, Vol.9 (1), p.27-40
Main Authors: Hayat, Kauser, Nadeem, Aamir, Jan, Shahid
Format: Article
Language:English
Subjects:
Climate change
Consciousness
Consumer behavior
Consumerism
Consumers
Emissions
Energy
Environmental impact
Green marketing
Greenhouse gases
Hypotheses
Natural resources
Principal components analysis
Purchasing
Society
Studies
Sustainable development
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Summary:The purpose of the study is to examine the factors affecting green buying behavior. The research study explored the subject of green consumerism in background of employees of public sector universities of Khyber Pakhtunkhwa, Pakistan. The researcher mainly focused on noticing the determinants effecting green buying behavior of consumers. The current research study was grounded on quantitative method to check the framed hypotheses. Purposive sampling technique is used to distribute adapted questionnaire amongst designated sample size. Principle component analysis (PCA) were used to assess the unifactoriality of the known variables. The results of the tests presented that all the items are correlated with one another, additionally it also give sufficient validation of the dimension validity. Structural Equation Modeling (SEM) Technique were applied to check the relational hypotheses. The domino effect of the study shows that green product, green price and green promotion have significant impact on green buying behavior, while there is no significant impact of green place on green buying behavior with insignificant P-value.
ISSN:2220-9174
2409-0441