Role of Social Media and Green Marketing Towards Purchase Behavior of Green Fashion Brands Among Millennials in Pakistan

Abstract

The research Role of Social Media and Green Marketing towards Purchase Behavior of Green Fashion brands among Millennials in Pakistan, aims to examine how green purchase intention affects green purchase behavior. The study also investigated the impact of social media information sharing, social media marketing, usage, green product knowledge and green perceived value on green purchase intention. The study used a quantitative deductive research approach to effectively generalize the results. Data collection was accomplished via convenience sampling. The study gathered data from participants utilizing a five-point Likert scale questionnaire and online survey method. The PLS-SEM technique was used for data analysis in this study. The study result showed that green purchase intention has a positive significant effect on green purchase behavior whereas social media information sharing and social media usage both have an insignificant positive effect on GPI. Likewise, social media marketing and green product knowledge both have a positive significant effect on GPI. The study also found that green perceived value has an insignificant positive effect on GPI. Environmentally friendly products should be adopted as a new direction for future merchandise creation and transformation, enhancing current products and services, presenting green production technology, and lowering environmental pollution in order to meet the financial incentive for green and eco-friendly products. Firms should also take the initiative to promote the green transformation of their industries and grab the opportunity for green innovation to address the critical environmental problems.