IMPACT OF CAUSE-RELATED-MARKETING ON GREEN PURCHASE INTENTIONS: THE MEDIATING ROLE OF GREEN ATTITUDE

Abstract

The study analysed how cause-related marketing and environmental consciousness collectively impact green purchase intention, mediating the effect of green attitude. As per the theory of planned behaviour, it is mentioned that environmental consciousness and cause-related marketing have a direct influence on green buying intentions towards sustainable consumption. The result identified that cause-related marketing was one of the factors in green product consumers' buying intentions, but environmental consciousness does not influence green purchase intentions. According to research, the cause-related marketing influence on purchase decisions is mediated by the green attitude. Understanding the factors that influence individual choices in which green product buying intention is available can show the gap between pro-environmental consumer knowledge and their reaction that is being discussed in the consumer behaviour domain, contributing to an important phenomenon. So, the main goal of this study is to talk about how important it is to look at cause-related marketing and environmental awareness together when looking at how sustainable consumption and the role of green attitude intention affect consumers in Pakistan, which hasn't been looked at in previous studies of consumption behaviour.