The Impact of Green Awareness on Green Purchase Intentions with Mediating Effect of Green Trust: A Consumer Perspective

Authors

  • Hameed Raja Mazhar Corresponding Author, National Book Foundation, Islamabad, Pakistan, rajamazharhameed@yahoo.com Author
  • Raja Abdul Rafae Mazhar FAST National University of Computer and Emerging Sciences, Islamabad, Pakistan, abdulrafae889@yahoo.com Author

Keywords:

GreenAwareness,GreenTrust,Green PurchaseIntention

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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Published

2023-06-01

Issue

Vol. 9 No. 2 (2023)

Section

Articles