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Title: The Relationship between Environmental Beliefs and Green Purchase Intentions: Examing the Mediating Role of Environmental Concern and Moderating Role of Environmental Responsibility
Authors: israr, Ahmad
Keywords: Bussiness & Management
Issue Date: 2019
Publisher: International Islamic University, Islamabad.
Abstract: The voice of environmentally concerned consumers led many firms to incorporate the green marketing elements in their business models. Many organizations spent millions of dollars on the development, selling and promotional campaigns of green products. The notion was also supported by researchers and international survey organizations in the form of growing demand and market share of green products. However, in reality, existing sales trends of green products in the markets are not promising. Although consumers are in favor of green products and green firms even some of them are agreed to pay extra amount to buy green products but when comes to make a purchase decision, conventional products remain their first choice at the point of sale. Thus, non-acceptance of green products by the consumers at large scale is becoming a major issue of concern for marketing managers. Therefore, it is very timely to explore and understand the underlying mechanism of human attitude formation process. The aim of this research is to examine the impact of environmental beliefs on green purchase intentions. Although, environmental beliefs have a significant role in motivating the individuals to behave in an environmental friendly way still a weak relationship between environmental beliefs and green purchase intentions has been reported in prior research. Therefore, the mediating role of environmental concern between environmental beliefs and green purchase intentions as well as moderating role of environmental responsibility between environmental beliefs and environmental concern was explored to advance the existing stream of research in the field of green marketing. The conceptual framework was developed based on the theory of reasoned action. Survey method was used to collect data from consumers of Rawalpindi and Islamabad. For this purpose, already established measures were adapted from xi previous studies in the field of green marketing. Subsequently, 519 useable responses were utilized for data analysis through statistical techniques. Structural Equation Modeling (SEM) technique was used to gauge the model fit and to test the hypothesized associations. Likewise, the conceptual framework was also tested through bootstrapping technique suggested by Preacher and Hayes. The results revealed that environmental concern mediate the relation between environmental beliefs and green purchase intentions. Similarly, moderating role of environmental responsibility between environmental beliefs and environmental concern was also proved. The thesis was winded up by highlighting the theoretical, contextual and managerial implications along-with future research avenues.
Gov't Doc #: 18634
Appears in Collections:PhD Thesis of All Public / Private Sector Universities / DAIs.

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