Abstract:
Purpose
The purpose of the study was to determine the impact of pleasure, arousal,
attractiveness/visual appeal, green habit and reliability on PB towards green apparels in the
consumers ofKarachi, Pakistan.
Methodology & Design
In this study, the research framework and hypothesis testing were established using the
quantitative approach. As data analysis techniques, the study used correlational analysis,
regression analysis, and reliability using Cronbach Alpha. The study has chosen the
consumers of green apparel in Karachi, Pakistan as its target population. The study has
collected 400 responses from the sample population using survey method.
Findings
The result shown that pleasure has a positively significant effect on purchase behavior
towards green apparel. Arousal has a positively insignificant effect on purchase behavior
towards green apparel rejecting the null hypothesis. Green habit has a positively significant
effect on purchase behavior towards green apparel accepting the null hypothesis.
Attractiveness and visual appeal has a positively significant effect on purchase behavior
towards green apparel rejecting the null hypothesis. Lastly, reliability has a positively
significant effect on purchase behavior towards green apparel accepting the null hypothesis.
:
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Limitations
The study was quantitatively conducted; a thorough analysis was not done. A thorough
examination can turn up some unexpected facts. The systematic literature analysis also
revealed that the research model only had a few factors in it, and that it might be expanded
by including more essential factors. Lastly, due to the fact that the study was carried out in
Pakistan, its results and conclusions only apply to Pakistan and not to any other countries Recommendations
Managers must find a means to improve consumers' attitudes using various marketing
programs, notably promotions, since both personal and functional attitude affects
intention to make green purchases. Managers must show consumers the benefits of being
environmentally friendly so that they would be more likely to make green purchases.
