NAVIGATING CONSUMER PERCEPTIONS OF SUSTAINABILITY: THE INFLUENCE OF GREEN SUPPLY CHAIN MANAGEMENT ON PURCHASING DECISIONS

Abstract

Purpose: The purpose of this study is to examine the factors influencing consumers’ green purchase intentions in Pakistan. It investigates the roles of brand awareness, advertisement attitude, cognitive and environmental attitudes, and green supply chain management, while assessing the mediating effects of consumer attitudes and the moderating role of cause-related marketing. The study aims to provide both theoretical insights and practical guidance for firms seeking to enhance environmentally responsible consumer behavior.

Design: The study was conducted using Partial Least Squares-Structural Equation Modelling (PLS-SEM) and a well- researched survey questionnaire.

Findings: The findings show that cognitive attitude is the most predictive of green purchase intention and environmental concern and advertisement attitude. Brand awareness has a major impact on Advertisement Attitude, Cognitive Attitude, Environmental Concern, and Purchase Intention, whereas green supply chain management impacts positively on consumer attitudes and PI. The effects Cognitive Attitude and Environmental Concern have on Purchase Intention are moderated by cause-related marketing and perceived image which reinforces the positive impact of Cognitive Attitude and exhibits a crossover effect with Environmental Concern. The mediation analysis proved the partial mediation of the relationships between Brand Awareness, GSCM, and Purchase Intention by Advertisement Attitude, Cognitive Attitude, and Environmental Concern with Cognitive Attitude being the most effective mediator. In general, the model had good explanatory power using an R square of 0.883 on Purchase Intention.

Theoretical Contribution: This study extends the Theory of Planned Behavior and the Stimulus-Organism-Response framework by demonstrating how brand awareness, attitudes, and green supply chain practices jointly influence green purchase intention. It also highlights the moderating role of cause-related marketing and the mediating effects of cognitive and environmental attitudes in sustainable consumer behavior.

Practical Implications: The findings guide firms to leverage brand awareness, sustainable supply chain practices, and cause-related marketing to enhance consumer engagement and green purchase intentions. Marketers should focus on shaping cognitive and environmental attitudes to effectively drive environmentally responsible consumer behavior.