CAUSE RELATED MARKETING AND GREEN PRODUCTS PURCHASE DECISION

Authors

  • Maria Zulfiqar Department of Management Sciences, SZABIST Islamabad, Pakistan.
  • Dr Mehboob Ahmad Department of Management Sciences, SZABIST Islamabad campus, Pakistan.
  • Shaza Mahar Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia.

DOI:

https://doi.org/10.56536/ijmres.v9i1.54

Keywords:

Cause related, marketing, Ad, credibility, Brand attitude, Green products, purchase decision

Abstract

Purpose: Current environmental problems has forced marketing managers, academics and research companies to look for factors that might encourage consumers to buy green products. Therefore, the purpose of this research was to empirically investigate the impact of cause–related marketing on green products purchase decision specifically in Pakistan’s context. It examines the level of influence CRM has on green products purchase decision.

Design/Methodology/Approach: The current study is primarily based on quantitative research design that used structured questionnaires to collect the data from 4 cities of Pakistan. Data was collected through cross sectional method.

Findings: The results revealed that cause-related marketing has a positive and significant relationship with green product purchase decision in Pakistan. People of Pakistan have positive inclination towards green products which are associated with any social or environmental cause.

Implications/Originality/Value: On the basis of this research it can be concluded that cause-related marketing technique creates brand’s reputation, brand attitude and make people socially responsibility by involving community.

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Published

2019-01-01

How to Cite

Maria Zulfiqar, Dr Mehboob Ahmad, & Shaza Mahar. (2019). CAUSE RELATED MARKETING AND GREEN PRODUCTS PURCHASE DECISION. International Journal of Management Research and Emerging Sciences, 9(1). https://doi.org/10.56536/ijmres.v9i1.54