Antecedents of Green Purchase Intentions: Evidence from Customers of Electronics Products from Multan District

Abstract

Green marketing is revitalizing to re-establish its mark in emerging economies. Although the consumer response is disastrous and disappointing yet green era isn’t over in commercial productions. This study explores the impact of various predictors of green purchase intentions in Pakistani context. From a target population of electronics and information customers from Multan district Punjab, Pakistan, this study adopts convenience approach for sampling from a non-documented population. Self0administered questionnaire was used to collect data. Regression analysis was run to statistically validate the hypotheses drawn in prior sections of research. Study findings provided insightful inferences. Green trust, green satisfaction and green corporate image appeared as significant predictors of green purchase intentions however green product image failed to receive significant support. Study carries useful managerial implications fo mall managers and marketers of electronics products manufacturers.

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