Digital aspects of Influential factors of Green Purchase Intention: Challenges to the Modern Business Economy

Abstract

This age of the digital economy presents significant challenges for green, environmentally oriented organizations seeking to build a positive image among their stakeholders and earn goodwill in the market. The level of green purchase intention becomes multidimensional in this modern technological era and varies according to customer background and cultural values. This study contributes to the theory of the planned behavior model by examining the effects of Green Brand Image, Green Brand Satisfaction, Green Brand Trust, Green Brand Loyalty, and Green Product Quality on Green Purchase Intention. Data was collected from educated (minimum graduation qualification) customers visiting different brands in Karachi (a city in Pakistan). Questionnaires were distributed to 304 respondents, and 272 responded. The results of partial least squares structural equation modeling (PLS-SEM) showed that the observed variables influence green intention. Implication, limitation, and scope of the study are described in the paper. This study provides a reference for organizations and the government sector to publicize green product awareness among the public and strive to make them well conversant about the results of green purchase intention.