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This study proposed a dual-pathway model consisting of a supply-driven pathway and a demand-driven pathway to explain the green value endorsement process. The supply-driven pathway embodies a business’ espoused value of global environmental value through value integration, which leads to the endorsement of green value. The demand-driven pathway is...
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Context 1
... and Bentler [95] argued that the significant ratio is a critical decision rule for comparing the study model and the rival model. Table 3 shows our rival model analysis. The first rival model identified the different types of causal relationships among the related variables. ...Context 2
... significant ratio of the study model (87%, with seven of eight significant paths) was greater than that of Rival Models 1 (70%), 2 (80%), and 3 (57%). The values of CFI, GFI, AGFI, RMSEA, and RMSR for the study model (Table 2) were all superior to those for the three rival models (Table 3). Thus, we found that the study model was more accurate than the three rival models [98]. ...Similar publications
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This study aims to explore the role of eco-friendly products and the customers’ adoptions towards those products through uncovering the probable mediating role of perceived product eco-friendliness. Nevertheless, companies are considering green marketing as an effective way to promote business ideas, and ultimate products & services. In the prevail...
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Citations
Environmental friendly products and business processes are becoming very hot topic and it also becomes a priority to the Pakistan Government. It is very important especially for one of the developing country like Pakistan to understand consumer attitude towards green products, where these trends are still new. Therefore, the purpose of this study is to investigate the effect of awareness of green marketing on green purchasing intention in consumer perspective and simultaneously assess the mediating role of price consciousness and moderating role of awareness of green product. The present study has made on green products in general not to a specific brand or product category. The customer response was collected through questionnaires and convenience sampling method was employed for getting response from consumers. Correlation, Cronbach alpha, regression and mediator moderator process by Andrew F. Hayes have used in order to analyze the propose model.The findings of this study indicate that there is a significant effect of brand preferences, price consciousness and awareness of green marketing on green purchase intentions among consumers. The framework of this study will help the professional marketers and managers to understand the customer's perception and developed a customer's oriented marketing strategy
