IMPACT OF COGNITIVE FACTORS INFLUENCING ON GREEN PURCHASING BEHAVIOUR IN FMCG MARKET OF PAKISTAN

Abstract

In this era of modernization, the ecological marketing for business ethics and corporate social responsibility are consider to be the most effective theme for the development of marketing strategies. As far as social responsibility and business ethics are concerned the eco-friendly and green marketing topics are the major subjects, which are similar to biodiversity and sustainability. Unreasonable degree of utilization all around the world prompts extreme ecological sustainability issues, for example, a worldwide temperature alteration, water, air and land contamination, and wastage which drive society to change their ordinary utilization consumption and purchasing behavior towards the pursuit of ecofriendly environment. The purpose of this research is to find the relationship between the cognitive factors which includes Environmental Issues, Perceived Consumer Effectiveness and Environmental Advertisement influencing on Green Purchase Behaviour in order to check the research model in perspective of FMCG market of Pakistan. The proposed research model is analyzed by using (SEM) Structural Equation Modeling and the data is collected from 400 consumers using the FMCG products. Hence, the current research model adds the significant input to policymakers and marketers to design from the perspective of green marketing policies and strategies in order to manage the FMCG market of Pakistan.