Does Green Product Knowledge Really Affect Customer Purchase Decision: An Empirical Insight of Textile Sector of Pakistan

Abstract

The purpose of this study is to examine the relationship between green product knowledge and customer purchase decision with mediating effect of green marketing, personal values and moderating effect of social media’s influence on customer’s purchasing decision in the textile industry of Pakistan. Three hundred and twenty-three (323) questionnaires were collected from the textile sector customers of Pakistan. Questionnaire was adopted and convenience sampling strategy was used. Smart PLS (Partial Least Squares) and structural equation modeling (SEM) to analyze the effects of different factors on customer purchase decisions, alongside descriptive statistics. The findings reveal a noteworthy positive link between consumers' understanding of green products and their buying choices in Pakistan's textile sector. These results underscore the importance of initiatives aimed at educating consumers about green products for businesses and policymakers alike. Such efforts can help meet the rising demand for sustainable products, contribute to environmental conservation, and shape positive consumer perceptions.