The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions

The purpose of this paper is to study the effect of green marketing, advertising, and sustainable packaging on customer purchasing activities. By exploring the impact of advertising, and packaging on consumers' buying behavior, this paper contributes to practical implications for firms that intend to use effective sustainable marketing strategies in emerging economies. A positivist methodological framework was used for the data collection and analysis. The sample size for this research consists of 334 respondents. For data analysis, structural equation modeling was used to study the relationship between green marketing, advertising, and the purchasing behavior of consumers. In this paper, the impact of Advertising, Green marketing, and Packaging are studied on Purchasing behavior. From the detailed analysis of data, it is concluded that customers buying behavior is significantly influenced by all the independent variables but their effects vary in strength.