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http://dx.doi.org/10.31703/gmsr.2025(X-I).01 10.31703/gmsr.2025(X-I).01 Published : Mar 2025Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector
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<p style="text-align: justify;">This study investigates the influence of green marketing strategies on consumer purchase intentions within Pakistan's fast-moving consumer goods (FMCG) sector using a quantitative research design. Anchored in the Theory of Planned Behavior and the Green Brand Equity Model, the study examines how green advertising, eco-labeling, digital marketing, and green branding affect green brand image, green brand trust, and ultimately, purchase intentions. It also explores the moderating roles of consumer skepticism and price perception. A survey was conducted among 450 consumers across urban and 200 rural Pakistanis. After missing value analysis only 420 urban consumers and 160 rural consumer data were used for analysis and data were analyzed using Structural Equation Modeling (SEM). The results are expected to guide FMCG firms in effectively implementing green strategies that resonate with environmentally conscious consumers.</p>
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Consumer Skepticism, Green Marketing Strategies, Brand Image
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(1) Mannan Pervaiz Malik
PhD Candidate, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(2) Zargham Ullah Khan
Assistant Professor, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
Cite this article
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APA : Malik, M. P., & Khan, Z. U. (2025). Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector. Global Management Sciences Review, X(I), 1-19. https://doi.org/10.31703/gmsr.2025(X-I).01
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CHICAGO : Malik, Mannan Pervaiz, and Zargham Ullah Khan. 2025. "Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector." Global Management Sciences Review, X (I): 1-19 doi: 10.31703/gmsr.2025(X-I).01
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HARVARD : MALIK, M. P. & KHAN, Z. U. 2025. Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector. Global Management Sciences Review, X, 1-19.
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MHRA : Malik, Mannan Pervaiz, and Zargham Ullah Khan. 2025. "Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector." Global Management Sciences Review, X: 1-19
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MLA : Malik, Mannan Pervaiz, and Zargham Ullah Khan. "Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector." Global Management Sciences Review, X.I (2025): 1-19 Print.
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OXFORD : Malik, Mannan Pervaiz and Khan, Zargham Ullah (2025), "Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector", Global Management Sciences Review, X (I), 1-19
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TURABIAN : Malik, Mannan Pervaiz, and Zargham Ullah Khan. "Quantitative Study on the Impact of Green Marketing Strategies on Consumer Purchase Intentions in Pakistan’s FMCG Sector." Global Management Sciences Review X, no. I (2025): 1-19. https://doi.org/10.31703/gmsr.2025(X-I).01