This study investigates the influence of green brand awareness on consumer buying behavior, with a particular focus on the mediating roles of green brand image and green brand loyalty. A quantitative research approach was employed, utilizing primary data collected through an online survey from 322 respondents in Islamabad and Rawalpindi. The study adopted a non-probability convenience sampling technique. A structured questionnaire using a five-point Likert scale served as the primary data collection instrument. Data were analyzed using SPSS 22.0, employing statistical techniques including descriptive analysis, correlation, regression, and mediation analysis. The findings reveal a significant positive relationship between green brand awareness and green brand loyalty, suggesting that consumers who are more aware of green brands are more likely to develop loyalty toward them, thereby influencing their purchasing decisions. The study contributes to the existing body of literature on sustainable consumer behavior and offers practical insights for marketers aiming to strengthen green branding strategies.
Mari et al. (2024) studied this question.