The Impact of Green Awareness on Green Purchase Intentions with Mediating Effect of Green Trust: A Consumer Perspective
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Abstract
This research study examines the impact of Green Awareness (GA) on Green Purchase Intentions (GPI). We also investigated the mediating influence of Green Trust in the twin cities (Islamabad/Rawalpindi) of Pakistan. A total of 79 respondents participated in this research. The findings suggest that GA has a positive effect on GPI. The findings also suggest a positive effect of mediating variable GT on GPI. Individuals with high GT tend to have more GPI. The contemporary research also discusses the theoretical and practical implications of these findings.
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This work is licensed under a Creative Commons Attribution 4.0 International License.