SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES VOL. 17 NO. 2 PAPER 3
10.5958/2321-2012.2021.00013.0
EFFECT OF GREEN-MARKETING INTEGRANTS ON GREEN PURCHASE INTENTIONS (GPI): A PRAGMATIC STUDY FROM PAKISTAN
 
Summra Khalid*, Wang Dan**, Amir Sohail***, Wahid Raza ****and Kauser Hayat*****
*    College of Business Administration, Liaoning Technical University, Hulodao, China
**    Faculty of Business Administration, Liaoning Technical University, Hulodao, China
***    College of Business Administration, Liaoning Technical University, Fuxin, China
****    Government College of Management Sciences, WANA, South Waziristan, Pakistan
*****    Faculty of Management and commerce, University of Sawat, Sawat, Pakistan
The current studyís purpose is to grasp the consequence of GPV(Green-perceived-value), GPR (Green-perceived-risk), and GT (Green-Trust), in GPI (Green-purchase-intention). The present studyís target population was private sector higher education and research institutions, located in Punjab. Questionnaires were administered to 220 working personnel. Nonprobability sampling techniques were used. Multiple tests were done through SPSS AMOS, for Descriptive analysis, Reliability statistics, Factor analysis and Frequency distribution. Analysis of movement structure was used to check the putative association among the variables. This research workís outcome revealed that Greenís-perceived-value and Greenís-trust were positively correlated with GPI while Greenís-perceived-risk reported divergent association with the dependent variable.
 
KEYWORDS: Environment, Green Perceived Risk, Green Perceived Value, Green Trust and Green purchase Intentions JEL CLASSIFICATIONS: I23, M31, O5, O56, P42, Q01 FULL TEXT