Abstract
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.
Keywords: Green price, green promotion, consumer buying behaviour, employees, hypermarkets, Pakistan
*This paper is presented at the 4th International Conference on Multidisciplinary Industry and Academic Research (ICMIAR) 2023
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