September 5, 2025Deleted Journal

Green Purchase Intentions in Emerging Markets: A Theory of Planned Behavior Perspective on Consumer Behavior and Brand Dynamics

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Authors

MKMuhammad Adnan KhanGachon University VÇVolkan ÇakirBirmingham City University UNUmair NaseerNational College of Business Administration and Economics

Discussion

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Implication

Cross-sectional analysis reveals green marketing factors significantly influence purchase intentions in Punjab, suggesting strategic implications for eco-friendly campaigns.

Key Points

Green advertising and green brand equity significantly enhance green purchase intention in consumers.
A sample of 299 environmentally aware consumers demonstrated the influence of green marketing communication on purchase intentions.
Analysis used Structural Equation Modeling with Partial Least Squares to assess variable relationships.
Findings suggest limited effectiveness of social media as a moderating factor in driving green consumer behavior.

Cite This Study

Khan et al. (2025) studied this question.

synapsesocial.com/papers/68c23966b210217d6477bbaa https://doi.org/10.62270/jirms.vi.97

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Implication

Cross-sectional analysis reveals green marketing factors significantly influence purchase intentions in Punjab, suggesting strategic implications for eco-friendly campaigns.