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The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Author

Listed:
  • Qalati, Sikandar Ali

    (School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China)

  • Li, Wenyuan

    (School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China)

  • Mirani, Sajid Hussain

    (Department of Public Administration, Shah Abdul Latif University, Khairpur, Sindh, Pakistan)

  • Sohu, Jan Muhammad

    (School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. ChinaSchool of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China)

  • Hussain, Rana Yassir

    (School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China)

  • Ahmed, Naveed

    (School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China)

Abstract

In today's world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image. Thepaper used a closed-ended questionnaire to gather data from randomly selected respondents. Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for the path analysisof190 responses from four universities of Pakistan. The findings revealed a directpositiverelationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior. Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investingingreen consumption behavior.

Suggested Citation

  • Qalati, Sikandar Ali & Li, Wenyuan & Mirani, Sajid Hussain & Sohu, Jan Muhammad & Hussain, Rana Yassir & Ahmed, Naveed, 2020. "The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry," Sukkur IBA Journal of Management and Business, Sukkur IBA University, vol. 7(1), pages 19-39, Jan-June.
    • Handle: RePEc:ris:ibajmb:0066
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    More about this item

    Keywords

    celebrity endorsement; promotional activities; packagingof products; brand image; cosmetic industry; green consumer buying behavior;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • O47 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - Empirical Studies of Economic Growth; Aggregate Productivity; Cross-Country Output Convergence
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q50 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - General

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