Impact of Green Marketing on Buying Behavior of Customers towards Environmental Friendly Products: A Case of Skin Care Industry in Pakistan

Abstract

The purpose of this study is to examine the relationship between belief factors, consumers’ attitude, and consumers’ behavioral intention toward social media advertising in green marketing scenario of skin care industry. This study also explores the mediating role of social media ad. value on the relationship between green marketing belief factors and consumers’ behavioral intention. The belief factors are IN formativeness, irritation, entertainment, and credibility with mediating role of social media advertisement value and consumer behaviour towards advertising. The results reveal that independent variables have positive influence on consumers’ behavioral intention. Moreover, the mediation analysis results indicate that the role of social media ad. Value has been significant with all variables. The target population for this study was those 300 females who have experience in searching for exposure to buy skin care products after social media advertising. The questionnaires were distributed to the respondents through online survey and printed hard copies as well. Implication and recommendations for future studies are also discussed.