Effects of Green Marketing and innovation on the purchase intention of consumers in Hyderabad, Pakistan: Mediating role of perceived quality and perceived value
Abstract/Description
Lately, the rise of green-marketing in Pakistan can be seen by major brands of the market. Likewise, consumption of green products has also been observed among consumers. Since green-marketing is still emerging in Pakistan, the concept is still new to most of the consumers but still there is a scope through which the companies are adopting green-marketing. From established international brands like Generation, Sapphire, Ideas, McDonalds to new startups like organic travelers, food for your skin, every other brand is playing it role to save the planet and offering ecofriendly products, still the question arises; is consumer purchase being affected by the green awareness that is done by companies or not? Considering the current energy crises of Pakistan, consumers’ focus has been shifted from traditional lamps to energy – saving LED bulbs. This research paper tends to analyze the role of marketing activities like spreading awareness about green marketing, innovation can affect their purchase intention or not? This research paper also highlights the relation of the mediating variable like perceived-quality and perceived-value on purchase- intention of the consumer residing in Hyderabad, Pakistan. This research is limited to Pakistan’s Hyderabad region only.
Keywords
Green-Marketing Awareness, Innovation, Perceived- Quality, Perceived- Value, Purchase-Intention
Track
Marketing
Session Number/Theme
Session 1A: Marketing
Session Chair
Dr. Huma Amir ; Dr. Asim Shabbir
Start Date/Time
26-5-2023 2:45 PM
End Date/Time
26-5-2023 4:45 PM
Location
MCS-5, Aman-CED, Second Floor, Institute of Business Administration, Karachi
Recommended Citation
Qureshi, A. (2023). Effects of Green Marketing and innovation on the purchase intention of consumers in Hyderabad, Pakistan: Mediating role of perceived quality and perceived value. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2023/program/10
COinS
Effects of Green Marketing and innovation on the purchase intention of consumers in Hyderabad, Pakistan: Mediating role of perceived quality and perceived value
MCS-5, Aman-CED, Second Floor, Institute of Business Administration, Karachi
Lately, the rise of green-marketing in Pakistan can be seen by major brands of the market. Likewise, consumption of green products has also been observed among consumers. Since green-marketing is still emerging in Pakistan, the concept is still new to most of the consumers but still there is a scope through which the companies are adopting green-marketing. From established international brands like Generation, Sapphire, Ideas, McDonalds to new startups like organic travelers, food for your skin, every other brand is playing it role to save the planet and offering ecofriendly products, still the question arises; is consumer purchase being affected by the green awareness that is done by companies or not? Considering the current energy crises of Pakistan, consumers’ focus has been shifted from traditional lamps to energy – saving LED bulbs. This research paper tends to analyze the role of marketing activities like spreading awareness about green marketing, innovation can affect their purchase intention or not? This research paper also highlights the relation of the mediating variable like perceived-quality and perceived-value on purchase- intention of the consumer residing in Hyderabad, Pakistan. This research is limited to Pakistan’s Hyderabad region only.
