Abstract
Consumers are more price-sensitive in the case of food products and
services. Hence it is one of the motivations of customers purchasing
green food. Green consumerism has appeared to answer to the
requirement of green consumers who are worried about the
environment. Numerous may affect the responsiveness of an ecofriendly customer towards a product or service. By analyzing this
phenomenon using theory of planned behavior and price promotions
literature, customer purchase intentions is affected differently by
different and kinds of price promotions. This process also varies the
degree of greenness and responsible purchasing among customers.
Data collected from a sample of 400 consumers while, structured
questionnaires were used to gather primary data from consumers. For
hypothesis testing process macro was used. CFA was run by using
AMOS. There have been discussed results alongwith recommendations
and future directions at the end.
Malik Muhammad Faisal, Muhammad Razzaq Athar, Rauf.i.Azam, Ali Raza, Zia ur Rehman. (2017) Determinants and Outcomes of Consumer Green Attitude; Moderating Role of Degree of Greenness , Journal of Managerial Sciences, Volume 11, Issue 4.
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