Cosmopolitan Orientation, Consumer Consciousness, Green Purchase Intention: Mediating Role of Green Trust (Green Field Marketing)

Danish, Muhammad1; Khattak, Amira1; Badar, Kamal1
1Iqra University Islamabad, Prince Sultan University, University of Balochistan;;

Abstract: At the dawn of 21st century, climate change is a biggest global challenge for all stakeholders to cope with it. Particularly firms being biggest contributors are investing time and efforts to shift their business processes and products toward environment friendly ideas. Concurrently, firms are also increasing outreach in developing countries and eager to understand what factors contribute in green purchase intention of consumers in developing countries. Due to emergence of social media, people can easily become part of the world, follow global norms / lifestyle and gain cosmopolitan orientation without geographical exposure. Voluminous literature on green purchase intention has been documented from demographic, personality and attitudes perspectives. However, how cosmopolitan orientation play role in increasing green purchase intention is still under theorized. Pakistan being a developing country with 100 million population of young consumers of less than 30 years of age, liberalized policies and highly connected with globe offers an attractive potential market for firms. Hence this study, based on consumer culture theory and expanded rational expectation (ERE) model, examines the impact of cosmopolitan orientation on consumers consciousness (environment and health) and then substantiate up to what extant these consumer consciousness likely to influence green purchase intention. Generally markets where consumer rights are not practiced the chances of scepticism increases. Thus study determined up to what extent green trust mediate the relationship between consumer consciousness and green purchase intention. Survey method was used with sample of 300 young students of less than 30 years of age of public and private universities located in Karachi and Islamabad cities of Pakistan. A self-administered questionnaire was filled applying convenient sampling technique between September and October 2015. The regression analysis was used to test hypotheses and bootstrapping method was followed to check mediation. Results indicated that cosmopolitan orientation has significant relationship with environmental and health consciousness. Further environmental and health consciousness was found significant determinant of green purchase intention and green trust had full mediation effect between environmental, health consciousness and green purchase intention. This study recommends that firms should communicate to explicitly the benefits of green products for health, environment and society. Further firms should share their social contribution, and having standardized advertising campaign.

Keywords: Cosmopolitan Orientation, Consumer consciousness, Green Purchase Intention.