STUDY OF CONSUMER BEHAVIOR TOWARDS GREEN MARKETING
| dc.contributor.author | NIDA SHABBIR | |
| dc.date.accessioned | 2025-04-30T07:58:43Z | |
| dc.date.available | 2025-04-30T07:58:43Z | |
| dc.date.issued | 2023-06-16 | |
| dc.description.abstract | When the goods are eco-friendly and readily available then consumers first examine various aspects of the products before buying. Firms should concentrate their energies on producing environmental friendly goods that meet consumers' needs while still helping them to earn long-term profits. This leads the customers to make purchase decisions based on their green conceptions. So, this study aims to examine the factors that are influencing green purchase decisions. Green skepticism basically has reduced the consumer’s ability of having proper true information about the product due to which they are not able to comprehend any of the changes in the economy. Environmental concern is something that is related to the perception about green market products. It is because environmental concern does affect the green purchase decisions indirectly through the perception that consumers have about green products which obviously affects the green purchase decisions. Coming to the other variable which is exposure to green marketing it actually promoted the concern of consumers of buying more environmentally friendly products because maybe they are more worried about the society or maybe they have more awareness than the other people. The target population includes male females from 15 to 31 years. Our target population possesses different educational backgrounds. The sample size is 300 and we have got 100 percent response rate by taking maximum responses. Cronbach’s alpha was used to check the reliability of questionnaire. Raw data was collected and descriptive and inferential statistics that includes Pearson correlation and multiple were used. We developed hypothesis through these testing techniques. According to the results drawn, independent variable that is environmental concern has significant influence on dependent variable that is green purchase decision. On the other hand, the independent variables that are exposure to green marketing and green skepticism do not have any significant influence on green purchase decision. | |
| dc.identifier.uri | https://repository.kinnaird.edu.pk/handle/123456789/214 | |
| dc.language.iso | en_US | |
| dc.publisher | DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE, | |
| dc.title | STUDY OF CONSUMER BEHAVIOR TOWARDS GREEN MARKETING | |
| dc.type | Thesis |