Effects of Green Marketing and innovation on the purchase intention of consumers in Hyderabad, Pakistan: Mediating role of perceived quality and perceived value

Presenter(s)/Author(s)

Aiza Aziz Qureshi, SZABISTFollow

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.

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

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May 26th, 2:45 PM May 26th, 4:45 PM

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.