Impact of Green Branding, Green Packaging and Green Advertising on Consumer Behaviour with Mediating Role of Environmental Awareness in the Restaurant Industry in Pakistan

Abstract

This study investigates the impact of green marketing elements including green branding, green packaging, and green advertising on consumer behavior within the restaurant industry in Pakistan, with a particular focus on the mediating role of environmental awareness. Data was collected from middle managers in Pakistani restaurants using a structured questionnaire. The findings reveal significant positive correlations between green branding, packaging, advertising, and consumer behavior, highlighting the critical role of environmental awareness as a mediator. Despite the overall positive influence, the analysis uncovered statistically significant negative parameter estimates for certain variables, indicating areas where green marketing efforts may not align with consumer expectations, particularly in the domain of green packaging. Descriptive statistics showed a positive general perception of green marketing practices, though variability in responses pointed to the need for improvements in green packaging and advertising strategies. The study emphasizes the importance of a holistic and well-aligned approach to green marketing, suggesting that businesses should focus on educational campaigns and transparent communication to enhance environmental awareness and foster sustainable consumer behavior. These insights offer valuable implications for businesses and policymakers aiming to promote environmentally responsible consumption patterns in the restaurant sector. Additionally, the study underscores the generational shift towards environmental consciousness among younger consumers, making them a key target demographic for green marketing initiatives. This research provides a framework for developing effective green marketing strategies that not only drive consumer behavior but also contribute to broader environmental sustainability goals.