HOW ENVY MODERATES' EFFECTS OF PRICE CONSCIOUSNESS AND PERCEIVED VALUE ON CONSUMER PURCHASE INTENTION: A GENDER COMPARATIVE STUDY ON PAKISTAN’S APPAREL MARKET

Abstract

Purpose The purpose of this study is to identify the relationship between perceived value and price consciousness on purchase intention in the presence of benign envy and to identify ifmen and women respond differently when it comes to making purchases in the apparel market in Pakistan. Methodology & Design This will be a quantitative correlational study. Several validated scales will be used to collect data from 80 men and 80 women. The data will be analyzed through SPSS. Limitations This study is focused towards the apparel industry in Pakistan only. The sample size is limited. Recommendations Future researches should explore hoe these variables interact in other industries of Pakistan when envy is present. Future studies can also work with the other variablesthat effect purchase intention that are identified through the literature review. Expanding the scope of data collection may highlight additional relationships between the variables.