Reliability Of Purchase Behavior Towards Green Apparels

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. : i 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.