Abstract
This study explores how awareness regarding green products, various green products, and a companys green image influence customers purchase intention. Among these elements, variety in green products and the companys green image create a significant difference in customers purchase intention and how customers decisions are affected by premium prices on these green products. The quantitative research methodology is used. Primary data is collected from Islamabad and Rawalpindi. Cross-sectional data is collected from 232 customers. The unit of analysis is individuals. The sample is collected based on the judgment sampling technique. As a result, customers are willing to pay a premium price on green products. A total of 232 responses were collected in a questionnaire survey based on judgment sampling. Out of 232, 61.6% are male respondents, and 37.9% are female respondents. This result provides practical implications for organizations and marketing executives. For the practical implication, companies need to focus on their promotional campaigns regarding their overall brand image, and they need to produce different products in their existing product lines. They can also introduce new categories of green product lines.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business and Economic Affairs
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
