Khan Kashif Ullah, Atlas Fouzia, Arshad Muhammad Zulqarnain, Akhtar Sadia, Khan Farhan
School of Management Sciences, Ghulam Ishaq Khan Institute of Engineering Sciences and Technology, Swabi, Pakistan.
Department of Management Sciences, Women University Swabi, Swabi, Pakistan.
Front Psychol. 2022 Aug 2;13:790272. doi: 10.3389/fpsyg.2022.790272. eCollection 2022.
The purpose of this research is to highlight the relationship between green product attributes and consumer trust that influence consumers' decision to purchase green products in the context of Pakistan. This study contributes to determining quantitatively how green product attributes such as physical, perceptual, and reflexive attributes influence consumers' trust to purchase a green product and investigates the mediating role of green marketing. Data was collected from different industrial sectors through a survey questionnaire. We employed Structural Equation Modeling (SEM) using the SMART-PLS software to check the reliability and validity of the constructs, and to test the hypotheses. This study reveals variations in terms of shaping the sustainable consumers' buying behavior by modifying product attributes and green marketing strategies that are in congruence with the proposed hypotheses of this study. In the end, the findings and interpretations of the results are given which can guide the managers to develop effective green marketing campaigns in reshaping the purchase intentions of consumers toward their green products.
本研究的目的是突出绿色产品属性与消费者信任之间的关系，这种关系在巴基斯坦的背景下影响消费者购买绿色产品的决策。本研究有助于定量确定诸如物理、感知和反射属性等绿色产品属性如何影响消费者购买绿色产品的信任，并研究绿色营销的中介作用。通过调查问卷从不同工业部门收集数据。我们使用SMART-PLS软件采用结构方程模型（SEM）来检验构念的可靠性和有效性，并检验假设。本研究揭示了通过修改与本研究提出的假设相一致的产品属性和绿色营销策略来塑造可持续消费者购买行为方面的差异。最后，给出了结果的发现和解释，这可以指导管理者开展有效的绿色营销活动，以重塑消费者对其绿色产品的购买意愿。
