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

  • Sikandar Ali Qalati School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China
  • Wenyuan Li School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China
  • Sajid Hussain Mirani Department of Public Administration, Shah Abdul Latif University, Khairpur, Sindh, Pakistan
  •  Jan Muhammad Sohu School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China
  • Rana Yassir Hussain School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China and Department of Economics and Business Administration, University of Education, Lahore
  • Naveed Ahmed 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 between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

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Author Biographies

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

 

 

 

Sajid Hussain Mirani, Department of Public Administration, Shah Abdul Latif University, Khairpur, Sindh, Pakistan

 

 

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

Rana Yassir Hussain, School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China and Department of Economics and Business Administration, University of Education, Lahore
Naveed Ahmed, School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China

 

 

 

 

Published
2020-07-20
How to Cite
QALATI, Sikandar Ali et al. The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry. Sukkur IBA Journal of Management and Business, [S.l.], v. 7, n. 1, p. 19-39, july 2020. ISSN 2410-1885. Available at: <http://journal.iba-suk.edu.pk:8089/SIBAJournals/index.php/sijmb/article/view/527>. Date accessed: 27 oct. 2020. doi: https://doi.org/10.30537/sijmb.v7i1.527.