Bridging Green Marketing Awareness and Sustainable Buying: A Dual Path Model of Brand Preference mediation and Price Consciousness Moderation

This study was conducted to illustrate the impact of brand preferences on green purchase intentions due to awareness of green marketing. This study discusses four basic variables i.e. green marketing awareness, brand preferences, purchase intentions of green products and price consciousness. This was a quantitative study. The respondents consist of university students, business professionals and retail customers in Pakistan. The tool used for the data collection was self-administered questionnaires to understand the awareness of customers of green products. The convenience sampling used to obtain primary data. SPSS and PROCESS is used to perform required data calculations. The results suggests that if the customer is aware with green products and their benefits than he will prefer those green products which leads him towards green purchase intention. This study also shows that price sensitivity plays a moderating role. For marketers and managers, this study illustrates that the firms must use green marketing for the value addition to the customer. Findings of this research could provide productive visions for environmental sustainability in Pakistan.