Abstract:
Purpose
Green marketing aims to direct a company's efforts toward developing a product, promoting it,
pricing it, and distributing it in a way that helps to protect the environment. The purpose ofthis
research is to look into the impact ofgreen marketing applications such as green branding, eco labeling and green advertising on customer buying behavior in Pakistan which is a developing
country. The research also viewed the role of environmental information in mediating the link
between green marketing tactics and customer purchasing decisions.
Methodology & Design
To collect data from respondents in Karachi, the study used a quantitative technique using a
standardized survey questionnaire. Tools like SPSS and Jamovi are used for the analyses of
selected variables.
Findings & limitations
Green branding and green advertising have a substantial positive link with consumer buying
behavior, however eco-labelling is not a significant variable for this according to the study's
findings. Furthermore, environmental awareness performs a part in mediating the interaction
between green marketing and customer purchasing decisions. However, the study did not
include all aspects of green marketing and the sample answers were limited to people living in
Karachi.
Recommendations
In this sense, the current study has contributed to the literature by examining green marketing
techniques in Pakistan with and without environmental expertise. The findings ofthe study can
assist marketers in emphasizing the importance of green advertising as a strong predictor of
consumer purchasing behavior. This also encourage them to bring their environmentally
friendly initiatives closer to reality in order to obtain market acceptance.
