Consumer buying behavior (CBB) in Pakistani hypermarkets can benefit from green pricing and green advertising. Hypermarkets may influence consumers to make more sustainable purchase decisions by providing environmentally friendly products at competitive prices and successfully promoting these products. This study intends to examine how green pricing and green advertising affect consumers' purchase decisions in Pakistani hypermarkets. A total of 185 questionnaires out of 220 were returned, with an 84% return rate, from different hypermarkets in Peshawar, Pakistan. AMOS 28 was employed. The measurement model was utilized to evaluate the instrument's reliability and validity before the structural model was determined. The outcome showed that green price and promotion had a positive and significant association. Green price also had a substantial impact on CBB. The findings also point to a considerable and favorable influence of green promotion on CBB. One conclusion is that because the study's scope is limited to the Peshawar area, it may not be able to extrapolate its findings to other contexts. Second, the study only considers how green pricing and advertising effect customer behavior, ignoring other factors like personal views and attitudes that can influence consumer behavior.
Green price, green promotion, consumer buying behaviour, employees, hypermarkets, Pakistan
This paper is presented in 4th International Conference on Multidisciplinary Industry and Academic Research (ICMIAR)
Akbar, N., Yousafzai, M. T., & Akbar, S. (2023). Measuring the Impact of Green Brand Positioning on Green Brand Attitudes in the Context of Pakistan. Journal of Managerial Sciences, 17(1), 47-70.
Ali, A., Khan, A. A., Ahmed, I., & Shahzad, W. (2011). Determinants of Pakistani consumers’ green purchase behavior: Some insights from a developing country. International Journal of Business and Social Science, 2(3), 217-226.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324.
Asif, M.H., Zhongfu, T., Irfan, M. et al. Assessing eco-label knowledge and sustainable consumption behavior in energy sector of Pakistan: an environmental sustainability paradigm. Environ Sci Pollut Res 30, 41319–41332 (2023). https://doi.org/10.1007/s11356-023-25262-8
Begum, A., Jingwei, L., Marwat, I. U. K., Khan, S., Han, H., & Ariza-Montes, A. (2021). Evaluating the impact of environmental education on ecologically friendly behavior of university students in Pakistan: The roles of environmental responsibility and Islamic values. Sustainability, 13(18), 10188.
Byrne, B. M. (2016). Structural Equation Modeling With AMOS Basic Concepts, Applications, and Programming (3rd ed.). New York: Taylor and Francis Group
Chekima, B., & Chekima, K. (2019). The impact of human values and knowledge on green products purchase intention. In Exploring the Dynamics of Consumerism in Developing Nations (pp. 266-283). IGI Global.
Ern, S. T. C., Dastane, O., & Haba, H. F. (2022). Green Consumption Values and Consumer Behavior: Evidence from Singapore. In Innovative Economic, Social, and Environmental Practices for Progressing Future Sustainability (pp. 81-101). IGI Global.
Gelderman, C. J., Schijns, J., Lambrechts, W., Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and Green Loyalty in a business‐to‐business context. Business Strategy and the Environment, 30(4), 2061–2076. https://doi.org/10.1002/bse.2732
Hair, J. F., Black, W., Barry J. Babin, & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (Seventh Ed). Pearson.
Haq, F., Adnan, A., & Ali, A. (2021). Influence of Green Marketing Practice on Consumer Buying Behavior: Moderating Persuasion of Environmental Awareness. Journal of Managerial Sciences, 15.
Haq, F., Adnan, A., & Arif, M. (2020). relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating role of Environmental Awareness. Global Economics Review.
Hashim, M., Baig, S. A., Abrar, M., Afzal, A., & Mohsin, M. (2019). Effects of Green Marketing on Green Purchase Intentions. Dialogue (1819-6462), 14(2).
Iqbal, A., Kazmi, S. Q., Anwar, A., Ramish, M. S., & Salam, A. (2023). Impact Of Green Marketing On Green Purchase Intention And Green Consumption Behavior: The Moderating Role Of Green Concern. Journal of Positive School Psychology, 975-993.
Kim, Y. and Han, H. (2010) Intention to Pay Conventional-Hotel Prices at a Green Hotel—A Modification of the Theory of Planned Behavior. Journal of Sustainable Tourism, 18, 997-1014. https://doi.org/10.1080/09669582.2010.490300
Kaiser, F. G., Hübner, G., & Bogner, F. X. (2005). Contrasting the theory of planned behavior with the value‐belief‐norm model in explaining conservation behavior 1. Journal of applied social psychology, 35(10), 2150-2170.
Lin, S. T., & Niu, H. J. (2018). Green consumption: E nvironmental knowledge, environmental consciousness, social norms, and purchasing behavior. Business Strategy and the Environment, 27(8), 1679-1688.
Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31.
Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The influence of green marketing mix on purchase intention: The mediation role of environmental knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040-1048.
Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The impact of green marketing on consumer behavior in the market of palm oil products. Sustainability, 14(3), 1364.
Majeed, A., Ahmed, I., & Rasheed, A. (2022). Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan. Journal of Environmental Planning and Management, 65(6), 1110-1134.
Muhammad, L., & Habib, R. (2023). Green Marketing Is Not a Choice but a Pre-Requisite for Z Generation: A Case of Green Campus Initiative in Capital University of Science & Technology, Pakistan. In Sustainability and Social Marketing Issues in Asia (pp. 57-65). Emerald Publishing Limited.
Nguyen-Viet, B. (2022). Understanding the influence of eco-label, and green advertising on green purchase intention: The mediating role of green brand equity. Journal of Food Products Marketing, 28(2), 87-103.
Reints, R. (2019, November 6). ‘sustainability is the new disrupter.’ how consumers are making eco-friendly products marketable. Fortune https://fortune.com/2019/11/05/sustainability-marketing-consumer-spending/[accessed: 28 February 2023].
Sharma, K., Aswal, C., & Paul, J. (2022). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment. https://doi.org/10.1002/bse.3237
Soomro, B. A., Moawad, N. F., Saraih, U. N., Abedelwahed, N. A. A., & Shah, N. (2023). Going green with the green market and green innovation: building the connection between green entrepreneurship and sustainable development. Kybernetes, (ahead-of-print).
Schumacker, R. E., & Lomax, R. G. (2010). A beginner’s guide to structural equation modeling, 3rd ed. (3rd ed.). Routledge/Taylor & Francis Group.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability, 14(10), 5939.
Wang, L., & Wong, P. P. W. (2020, June 19). Marketing of environmentally friendly hotels in China through religious segmentation: a theory of planned behaviour approach. Tourism Review, 76(5), 1164–1180. https://doi.org/10.1108/tr-08-2019-0327
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing Green Purchase Intention: A meta-analysis approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.644020
Cite this article:
Asim Mehmood & Amiya Bhaumik (2023). Impact of Green Pricing and Green Promotion on the Buying Behaviour of Consumers in Hypermarkets of Pakistan. Industry and Academic Research Review, 4 (1), 331-338.
License:
This work is licensed under a Creative Commons Attribution (CC BY 4.0) International License.