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Item DETERMINANTS OF STUDENTS’ PRO-ENVIRONMENTAL BEHAVIOR(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) HAADIA UMAR,HIRA RASHID, ZAINAB NAVEEDSustainable and effective environmental education practices are just as important for encouraging pro- environmental behavior in students as knowledge and social influences. It also emphasizes how crucial it is to include sustainability concepts into all subject matter, giving pupils the tools, they need to think critically and creatively. Pakistan is considered a country where there is a lot of consumption of resources whether renewable, non-renewable or natural resources. Pakistan is focusing more on industrialization to earn foreign exchange reserves for its economy but it has its own challenges for environment if proper strategy and knowledge has not been shared to the industrial sector. Moreover, the literature review of this study incorporates the examined and observed articles, journals and sources while researching for the dependent and independent variables of this study along with mediators. A standardized questionnaire was practiced which consists of total 19 questions and a total of 4 sections for each variable’s better understanding. The total number of responses were 300 which were collected from different educational institutes in Lahore, Pakistan. The sample size is selected by using Item response theory and the sampling technique used is convenience technique. The study is cross sectional and the data is collected using statistical techniques such as reliability, correlation, descriptive, mediation regression. These results suggest that environmental willingness partially mediates the relationship between environmental knowledge and Pro-environmental behavior. Specifically, environmental knowledge has a positive influence on both environmental willingness and Pro-environmental behavior. Environmental willingness, in turn, positively influences Pro-environmental behavior. The managerial analysis is also done which includes PESTLE to analyze the influence of political, economic, socially, technological, environmental and legal factors on the student’s pro-environmental behavior. Moreover, some limitations, managerial implications and future directions are also suggested in the report.Item FACTORS INFLUENCING CUSTOMER PURCHASE INTENTION: A CASE STUDY OF SAPPHIRE.(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) AROOJ PRISLA , MEHNAM MIRBusiness entities have incorporated their marketing operations into social media as social media continues to expand and become a role of people's everyday life. This has led to social media causing customer engagement which then impacts customer purchase intention. If information is rich in quality, then the customer engages with the brand which further influences the purchase intention of customer. Thus, the main aim of the research is to study the clothing brand sapphire. So, they can use our findings to increase its sales and profit. 290 female customers of Sapphire in Lahore are selected using nonprobability sampling method. Our results provide support for our hypothesize model. Social media marketing of Sapphire and information richness has a positive influence on consumer purchase intention. Social media marketing of Sapphire and information richness has a positive effect on consumer engagement. Consumer engagement (CE) has a positive influence on consumer purchase intention. Research concludes that consumer engagement mediates the relation between social media marketing and consumer purchase intention. Lastly, it concludes that consumer engagement also mediates the relationship between information richness and consumer purchase intention.