EFFECT OF GREEN MARKETING PRACTICES ON CONSUMER BUYING BEHAVIOR IN URBAN SINDH: EVIDENCE FROM HYDERABAD, KARACHI, AND SUKKUR

Abstract

This research paper examines how green marketing activities have influenced consumer purchasing behavior in three largest cities of Sindh, Pakistan - Hyderabad, Karachi, and Sukkur. This study is based on Theory of Planned Behavior (TPB) and Green Consumer Behavior Model, which will use a quantitative survey design, including a structured questionnaire to be distributed to 400 participants. This paper will consider four levels of green marketing as independent variables including green product quality, green advertising, green packaging and green brand image, and environmental awareness as a moderator variable and consumer buying behavior as the dependent variable. The readiness to pay a price premium on green products was also evaluated. The results of reliability analysis revealed the Cronbach alpha of 0.807 to 0.861, which supports internal consistency. The Pearson correlation showed strong positive correlations between all the dimensions of green marketing and consumer buying behavior (r = 0.46 to 0.53, p < 0.001). The multiple regression analysis revealed that the integrated model accounted 39.1% of the consumer buying behavior diversity (R² = 0.391, Adj R 2 = 0.391). R² = 0.383, F = 50.84, p < 0.001). The strongest predictors were green brand image (β = 0.271) and green packaging (β = 0.226). In terms of the cities, ANOVA did not show any statistically significant differences in the three cities (F = 1.42, p = 0.243), indicating a relatively homogeneous level of green marketing awareness in the urban Sindh. The results have practical implications on marketers, policymakers, and sustainability advocates who work in the emerging urban consumer markets in Pakistan.

Keywords: Green marketing, consumer buying behavior, green packaging, green brand image, environmental awareness, urban Sindh, Pakistan, sustainable consumption