From Green Choices to Green Voices: Exploring the Drivers of Sustainable Brand Evangelism in Pakistan

Abstract

Purpose

This research explores the transition of Pakistani consumers from sustainable consumption to sustainable brand evangelism. Though there is much literature on the subject of green buying, there is a scarcity of information on how consumers in developing countries participate directly in the movement. This paper discusses the importance of perceived sustainability, brand innovativeness, green knowledge, willingness to pay, storytelling, and perceived value, all of which are on the basis of the Stimulus-Organism-Response (S-O-R) framework.

Methodology

The information on 353 Pakistani customers of sustainable products was collected through a systematic questionnaire. The structural equation modelling (SEM) with SmartPLS was used to test hypothesised correlations and mediation effects.

Findings

The value perceived was considered the strongest force that drives evangelism, and the most significant of them was brand loyalty. Although sustainability and innovativeness had only an indirect impact on evangelism, storytelling had a direct impact on it and had a significant impact on perceived value ( = 0.41). Also, a perceived value was supported with the help of green knowledge and willingness to pay, and this increased advocacy.

Research Implications

The study expands the S-O-R framework by showing that sustainability and innovation must go through perceived value and loyalty before it can be converted into advocacy.

Real-world and Social Implications.

Besides consumer education and loyalty building, marketers must also sell sustainability as a story. Through consumer evangelism, SDG-12 can be supported and socially sustainable lifestyles normalised.

Originality

This research is one of the first empirical studies in Pakistan to investigate the relationship between brand evangelism and sustainable consumption, and the particular importance of loyalty and story is mentioned.