THE IMPACT OF GREEN MARKETING MIX ON GREEN BUYING BEHAVIOR: (A CASE OF KHYBER PAKHTUNKHWA EVIDENCE FROM THE CUSTOMERS)

Abstract

The purpose of the study is to examine the factors affecting green buying behavior. The research study
explored the subject of green consumerism in background of employees of public sector universities of
Khyber Pakhtunkhwa, Pakistan. The researcher mainly focused on noticing the determinants
effecting green buying behavior of consumers. The current research study was grounded on
quantitative method to check the framed hypotheses. Purposive sampling technique is used to
distribute adapted questionnaire amongst designated sample size. Principle component analysis
(PCA) were used to assess the unifactoriality of the known variables. The results of the tests presented
that all the items are correlated with one another, additionally it also give sufficient validation of the
dimension validity. Structural Equation Modeling (SEM) Technique were applied to check the
relational hypotheses. The domino effect of the study shows that green product, green price and green
promotion have significant impact on green buying behavior, while there is no significant impact of
green place on green buying behavior with insignificant P-value.