Moderating Impact of Drive for Environmental Responsibility Between Cognition, Affection, and Conation and Green Products Purchase Decisions

Maria Zulfaqar; Tayyab Baig

doi:10.52633/jemi.v6i1.367

Authors

Maria Zulfaqar National University of Modern Languages, Islamabad, Pakistan Author
Tayyab Ali Baig National University of Modern Languages, Islamabad, Pakistan Author

DOI:

https://doi.org/10.52633/jemi.v6i1.367

Keywords:

Cognition, Affection, Conation, Cause-Related Marketing (CRM), Drive for Environmental Responsibility (DFER), Green Products Purchase Decision (GPPD)

Abstract

Sustainable consumption is important to current environmental issues. This study examines how factors like cause-related marketing and brand attitude influence the decision to purchase green products. Moreover, how consumption of green products can be increased, with a focus on the role of individual environmental responsibility, in this research, brand attitude is studied as a multidimensional construct, including brand cognition, affection, and conation. These aspects of brand attitude have a positive and mediating impact on Green Product Purchase Decisions (GPPDs). The data was collected from the general population of Pakistan using a purposive sampling technique. Data was collected from 457 respondents through structured and self-administered questionnaires. The results of this study show that cause-related marketing positively influences consumers' decisions to purchase green products. Additionally, brand cognition, affection, and conation i.e. (thoughts, emotions, and intentions related to the brand) play a role in mediating this influence on green product purchase decisions.

Author Biographies

Maria Zulfaqar, National University of Modern Languages, Islamabad, Pakistan

Assistant Professor, National University of Modern Languages, Islamabad, Pakistan.
Tayyab Ali Baig, National University of Modern Languages, Islamabad, Pakistan

Lecturer, National University of Modern Languages, Islamabad, Pakistan.

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