Impact of Green Marketing Orientation on Green Brand Image and Green Customer Loyalty
Abstract
The concept of Green marketing has become prevalent globally, there is little demand and knowledge about sustainable goods in Pakistan. Research on green marketing available is mostly concerned on developing nations, under representing impoverished countries such as Pakistan. The present study has tried to develop a model on impact of Green Marketing Orientation (GMO)on Green Brand Image (GBI) and Green Customer Loyalty (GCL) in the domain of Pakistani customers. Consequently, study objectives are to evaluate the influence of GMO on Green Brand Image (GBI) and Green Customer Loyalty (GCL).The targeted population was managerial cadre employees of reputed electronic companies of Pakistan. A Quantitative study was used and data was collected via questionnaire (survey). The SPSS 21 was used to evaluate the data. The findings revealed that (a) the GMO is a significant predictor of Green Brand Image and Green Customers Loyalty. The study supports the idea that consumer’s propensity to make eco-friendly purchases is influenced by the green marketing orientation, green brand image and green customer loyalty.
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