Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/270274 
Year of Publication: 
2021
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 8 [Issue:] 1 [Article No.:] 1920559 [Year:] 2021 [Pages:] 1-26
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for understanding green marketing. The authors distributed 415 questionnaires to the students of selected universities of Karachi and received 395 filled-in questionnaires. The study's results support all the proposed hypotheses, and they are in line with earlier studies on green marketing (GM). The study found that green advertising (GA) is an essential aspect of green marketing (GM). Besides its direct effects on green-related elements (H1 to H7), it (green satisfaction) has significant mediating roles on ethics (ET) and green buying behavior (GBB) (H8); spiritually (SP) and green buying behavior (GBB) (H9); ethics, and green satisfaction (H10); Spirituality and green satisfaction (H11). We also found that green buying behavior mediates green advertising (GA) and green satisfaction (GS) (H12). Green buying behavior (GBB) also mediates green brand (GB) and green satisfaction (GS) (H13). The study's variable's interrelationships can be judged from the results that our results also support both multi mediating effects. The current study found that the multi-mediating impact of green advertising and green buying on ethics and green satisfaction (H14) and spirituality and green satisfaction (H15) is also significant. The theoretical and practical implications are based on empirical results.
Subjects: 
Green marketing
consumer buying behavior
green advertisement
greenbrand
green satisfaction
spirituality
ethics
JEL: 
M30
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.