Factors influencing consumer’s green product purchase decision by mediation of green brand image

Abstract

Marketing is an integral area of any business and marketers need to understand the current marketing trends and consumer behaviors to successfully market their products in the market. Currently, consumers are becoming aware of the importance of environment protection and try to gain knowledge about the environmental friendliness of brands and products to make green purchase decisions. The aim of this study is to identify the impact of supporting environmental protection, drive for environmental responsibility, green product experience, social appeal and environment friendliness on green product purchase decision by taking green brand image as a mediator. Simple random sampling technique was used for data collection purpose. Adopting the questionnaire survey method, data were collected from 350 general consumers of Gujranwala. Results were obtained through SPSS and AMOS. According to the results different factors significantly influences the green purchase decision and green brand image mediates between them. This study has time and sector limitation that can be abolished in future. This research will help the marketers to build green image of their products and brand.