power point presentation on research proposal

1. Research Proposal
GREEN CONSUMPTION VALUE: A STUDY OF CONSUMER BEHAVIOR AND GREEN
MARKINTING IN PAKISTAN THAT HAS AN IMPACT ON PURCHASE INTENSION
By:
Faiza Khan
Department of Public Administration

2. Introduction

3. BACKGROUND OF THE STUDY
 Many researchers have been using terms like Green Marketing and Green
products in their literature
 According to Polonosky (1994), "Green or environmental marketing consists of
all the activities intended to produce and facilitates any exchange planned to
satisfy the human needs or wants, such that the satisfaction of these wants
and needs occurs with the least damaging impact on the natural environment.”
 Green marketing is creating the direct awareness of the green products in
Pakistan and through this procedure, with respect to consumers behavior and
attitude, purchase intensions of the green products can raise and in some way
which can reduce the pollution.

4. PROBLEM STATEMENT
Increasing environmental damages and pollution due to conventional
production methods have necessitate marketing of green products.

5. RESEARCH OBJECTIVES
To inspect the consumers attitude towards the protection of the
environment.
To inspect the consumers' attitude towards the green products.
To examine consumers' perception of the functionality of Eco-
labels.
To consider the consumers' awareness of environmental issues.
To explore involvement between the consumer awareness and
their attitude on the ecological friendly products.

6. RESEARCH QUESTIONS
1. What is the consumer behaviour and attitude towards the
protection of environment?
2. Consumers behaviour towards green products.

7. LIMITATIONS OF THE STUDY
• Limited to area of Rawalpindi and Islamabad.
• This study did not explore the level to which consumer response to
different types of green appeals may be moderated by the level of
GREEN consumption values.

8. LITERATURE REVIEWS

9. THEORIES
• Fishbein and Ajzen predictable Theory of Reasoned Action
• Theory of Planned Behavior (TPB)

10. HYPOTHESIS
• H1: Green consumption value has a significant impact on green marketing
• H2: Green consumption value has a significant impact on green purchase
intension
• H3: Green marketing has a significant impact on green purchase intension
• H4: Green marketing significantly mediates the relationship between green
consumption value and green purchase
• H5: Consumer attitude and behavior significantly moderates the relationship
between green marketing and green purchase intension.

11. THEORETICAL
FRAMEWORK
THEORITICAL FRAMEWORK
GREEN
CONSUMPTION
VALUE
GREEN
MARKETING
COMMUNICATION
PURCHASE
INTENSION
CONSUMER
BEHAVIOR AND
ATTITUDE

12. • Research design
Quantitative method design
250 Questionnaires from different Telecommunication franchises, Universities and
textile mills and various banks of Rawalpindi and Islamabad area.
Qualitative method Design
face to face Interview

13. DATA ANALYSIS
• Quantitative Data
Compile the data on an Excel Spreadsheet and SPSS.
Interpret the data on answering each questions.
Draw conclusions.
• Qualitative Data
Use critical thinking to synthesize the data
Examine the interviews
Utilize the data from the interviews to corborate with the findings with other data
sources.

14. CONCLUSION
• The attitude influences the purchase behavior and intentions in long run
but some other factors play important role in it too, like green consumption
value, consumer behavior and green marketing.
• But there are some problems being faced by the consumers like non-
availability of environment friendly products and it was also found that
they that there are large number of consumers who are willing to buy green
products but they are price and quality conscious.
• There are less sources of information regarding the environment friendly
products.