Browsing by Author "Ammar Iqbal Saleemi and Raza Khan"

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    The Impact of Green image on Customer Attitude, Desire and Behavior. A Case Study on Pakistan’s Airlines
    (UMT, Lahore, 2021) Ammar Iqbal Saleemi and Raza Khan
    In recent years, a lot of concern has been shown about environmental activities in different industries including the aviation industry as well. There is not much work regarding this particular topic in Pakistan and especially domestic airlines haven’t paid much heed to this topic as well. Green image has now become a key point for the airlines for attracting customers by creating brand awareness and applying different marketing strategies according to customer attitude, desire and behavior. This study basically checks this aspect for which survey questioner was made and distributed among respondents having questions on Likert scale regarding their experience and thinking about the green image of an airline showing their attitude, desire and behavior. A sample of 250 respondents was collected on which different test was conducted including validity, reliability, regression and correlation. It was found that customer’s attitude, desire and behavior were directly affected by the green image of the airline. Brand awareness of green image was also seen as an important factor but marketing strategy was not considered to be much important factor in context with green image. Recommendations have been provided to airlines for taking serious note on green image not only as a social responsibility but to attract customers for their trend towards green practices