EXPLORING THE RELATIONSHIP BETWEEN GREEN MARKETING STRATEGIES AND CONSUMER PURCHASE BEHAVIOR

Abstract

This study investigates the factors affecting consumer purchase behavior in Pakistan. Green marketing strategy plays an important role in his current era. Its particular aim is to check the impact of the green marketing strategy on consumer purchase behavior. The unit of analysis was in this study the user of green products who used green products in Pakistan. A survey was conducted using a non-probability sampling method for data collection. In this current research, the total number of respondents was 368. Furthermore, two software were used for data analysis SPSS and Smart-Pls. SEM technique was used for the measurement model and structural model. The study's result found that all variables like Eco-labeling, Green Packaging and Branding, and Environmental concerns and beliefs are major contributing factors to consumer purchase behavior. This study is conducted on the comprehension of green marketing strategy in consumer purchase behavior