Browsing by Author "Ali Raza Kashif"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Moderated mediation and mediated moderation of purchase intention between green awareness and purchase decision
    (UMT.Lahore, 2022) Muhammad Faizan Saeed; Ali Raza Kashif; Laqman Khan; Hassan Jahngir
    The study aims to investigate the purchasing practices of green products, when government plays its role for low prices, environmental concern, and brand image. Previous literature suggests that there is a significant relationship between government and purchase of green products but in Pakistan there is a lack of such investigation. It remains to be investigated as to what would be the impact of the variability of the factors associated with the environment on the products manufactured by the well-known brands. In order to fill this gap, this research explores the potential roles that can be played by the government in order to enhance the awareness of green products and further gauge the adverse role of the risk perception in this connection. The scope of the present study is limited to the Hyperstar Supermarket at the Fortress Mall, Lahore. The sample size used for the current study has been 391. This study is conducted mainly by using quantitative techniques. The data have been collected through adopted questionnaire. Convenience sampling technique has also been employed. Smart PLS has been used for data analysis and hypothesis testing of Structural Equation Modeling. As per the findings of this study, from three factors brand image is the most important factor which affecting the consumers purchase intention. Since the people are more inclined towards purchasing the goods from major brands, these brands in turn make sure to comply with the standards set by the government for the protection of the environment. Hence, the government can exert a significant influence on the popular brands by making environment-friendly policies. In this way, the present study highlights the effects of variables on customers’ purchasing decisions.