Abstract
The purpose of the current study is to investigate the determinants
affecting green purchase intention of working consumers. The current
study investigated the issue of green marketing in context of working
consumer of the public sector universities residing in Khyber
Pakhtunkhwa, Pakistan. The study mainly focused on identifying the
determinants effecting green purchase intention of consumers. The
research study was based on quantitative method to test the developed
hypothesis and validity of the instruments. A simple random sampling
technique is used to distribute questionnaire amongst selected sample
size. Principle component analysis were used to test the unifactoriality
of the constructs. The results of all the tests showed that all items of
each factor are correlated with each other, moreover it also provide
enough confirmation of the construct validity. Structural Equation
Modeling (SEM) Technique were used to check the relational
hypothesis. The finding of the study shows that consumer awareness,
health consciousness, behavioral gap, green price sensitivity, and
promotion are positively correlated with green purchase intention
Kauser Hayat, Aamir Nadeem. (2017) An Investigation into the Determinants Affecting Green Purchase Intention: Insights from a Developing Country, Journal of Managerial Sciences, Volume 11, Issue 3.
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