Proceedings of the International Conference on Environmental, Social, and Governance (ICESG 2024)

<Previous Article In Volume
Next Article In Volume>

Decoding the Role of Environmental Knowledge on Green Purchase Behavior: Investigating the Mediating Role of Green Brand Attachment and the Moderating Role of Green Trust

Authors
Hina Fayyaz1, *, Sehrish Munaf2, Dareema Ali3
1Foundation University Islamabad, Islamabad, Pakistan
2Roots IVY Islamabad, Islamabad, Pakistan
3Foundation University Islamabad, Islamabad, Pakistan
*Corresponding author. Email: hinafayyaz1@fui.edu.pk
Corresponding Author
Hina Fayyaz
Available Online 31 January 2025.
DOI
10.2991/978-2-38476-358-0_15How to use a DOI?
Keywords
Environmental Knowledge; Green Purchase Behavior; Green Brand Attachment; Green Trust
Abstract

The main aim of this study is to assess the impact of environmental knowledge (EK) on green purchase behavior (GPB). Furthermore, it examines the moderation effect of green trust (GT) and the mediation role of green brand attachment (GBA). The theoretical framework presented in this study is based on the Stimulus-Organism-Response theory. The data was collected from the perspective of the manufacturing sector of Pakistan as it is considered the prominent area contributing to environmental damage. The sample size was 341 consumers purchasing manufactured goods from different industries in the manufacturing sector, for instance, textiles, automobiles, furniture, plastic, or food. The empirical results support the hypotheses formulated for the study well. Research findings reveal that environmental knowledge positively affects green purchase behavior. In addition, significant results are found in the case of moderation and mediation. Moreover, theoretical and practical implications are highlighted, along with future research directions.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the International Conference on Environmental, Social, and Governance (ICESG 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 January 2025
ISBN
978-2-38476-358-0
ISSN
2352-5398
DOI
10.2991/978-2-38476-358-0_15How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hina Fayyaz
AU  - Sehrish Munaf
AU  - Dareema Ali
PY  - 2025
DA  - 2025/01/31
TI  - Decoding the Role of Environmental Knowledge on Green Purchase Behavior: Investigating the Mediating Role of Green Brand Attachment and the Moderating Role of Green Trust
BT  - Proceedings of the International Conference on Environmental, Social, and Governance (ICESG 2024)
PB  - Atlantis Press
SP  - 186
EP  - 201
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-358-0_15
DO  - 10.2991/978-2-38476-358-0_15
ID  - Fayyaz2025
ER  -