THE INFLUENTIAL ROLE OF MARKETING MIX, PERCEIVEDCONSUMER VALUES, AND ENVIRONMENTAL FACTORS INFORMING POSITIVE GREEN ATTITUDES AND ITS IMPACT ONDEVELOPING GREEN PURCHASE INTENTIONS

Abstract

Purpose: This study investigated how customer perceptions of values, environmental knowledge, and environmental concern affect attitudes toward green products and intentions to buy them in Karachi, Pakistan. Design/methodology/approach: To collect data from university students and professionals, the study employed a self-administered questionnaire and adhered to the non-probability sample technique for the survey, in Karachi. Structural equation modelling in two steps was used to analyze the data collected (SEM). Findings: The current study tested the influence of EV, SV, CV, and EC on ATT and supported the hypothesis. Whereas the impact of EK and FV on ATT were not supported by the results of the study. The relationship of ATT with GPI was however supported by the findings ofthe current research. Practical implications: The purpose ofthis research is to provide managers with guidance in developing strategies and policies that will enhance consumer attitudes and advance sustainability. To increase sustainability, managers must get a thorough understanding of their business processes.