02 Pages : 9-17
http://dx.doi.org/10.31703/gmsr.2025(X-II).02 10.31703/gmsr.2025(X-II).02 Published : Jun 2025The 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.
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Packaging, Advertising, Green Marketing, Purchasing Behavior
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(1) Zargham Ullah Khan
Assistant Professor, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(2) Zunaira Idrees
MBA, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(3) Misbah Jamil
MBA, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
Cite this article
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APA : Khan, Z. U., Idrees, Z., & Jamil, M. (2025). The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions. Global Management Sciences Review, X(II), 9-17. https://doi.org/10.31703/gmsr.2025(X-II).02
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CHICAGO : Khan, Zargham Ullah, Zunaira Idrees, and Misbah Jamil. 2025. "The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions." Global Management Sciences Review, X (II): 9-17 doi: 10.31703/gmsr.2025(X-II).02
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HARVARD : KHAN, Z. U., IDREES, Z. & JAMIL, M. 2025. The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions. Global Management Sciences Review, X, 9-17.
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MHRA : Khan, Zargham Ullah, Zunaira Idrees, and Misbah Jamil. 2025. "The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions." Global Management Sciences Review, X: 9-17
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MLA : Khan, Zargham Ullah, Zunaira Idrees, and Misbah Jamil. "The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions." Global Management Sciences Review, X.II (2025): 9-17 Print.
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OXFORD : Khan, Zargham Ullah, Idrees, Zunaira, and Jamil, Misbah (2025), "The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions", Global Management Sciences Review, X (II), 9-17
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TURABIAN : Khan, Zargham Ullah, Zunaira Idrees, and Misbah Jamil. "The Influence of Green Marketing on Pakistani Consumers' Purchasing Decisions." Global Management Sciences Review X, no. II (2025): 9-17. https://doi.org/10.31703/gmsr.2025(X-II).02