EFFECTS OF GREEN MARKETING ON GREEN PURCHASE INTENTIONS IN FASHION INDUSTRY– MEDIATING ROLE OF GREEN BRANDING AND GREEN ADVERTISING
This research is conducted to analyze the impacts of green advertising on green purchase intentions. The idea of green marketing is increasing with the government emphasizing on the laws related to it. Though, it emerging countries such as Pakistan, this concept is in its beginning. Limited amount of studies have been carried out on awareness of green products and green advertising. The study will also analyze the mediating effect of green advertising and green branding. This research will focus primarily on green trust, perceived behavioral control, social influence, and environmental awareness. This research aimed to extend the literature review and adding to literature related to green marketing in fashion industry. The outcomes of this research might offer direction for further research which might be helpful in spreading the concept of green marketing and a step towards sustainability. This concept of green marketing will call upon businesses to follow green practices while making products and services to meet customer needs. Findings of this study will offer a good knowledge about the green advertising practices and green brands. This research will also open ways of further research in this field and will create awareness among businesses about the benefits of green marketing and how it impact green purchase intentions.