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

Sikandar Ali Qalati, Wenyuan Li, Sajid Hussain Mirani, Jan Muhammad Sohu (), Rana Yassir Hussain and Naveed Ahmed
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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. ChinaSchool 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
Naveed Ahmed: School of Management, Jiangsu University, 301 Xuefu Road, Jinkou District, Zhenjiang, Jiangsu, P.R. China

Sukkur IBA Journal of Management and Business, 2020, vol. 7, issue 1, 19-39

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. Thepaper used a closed-ended questionnaire to gather data from randomly selected respondents. Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for the path analysisof190 responses from four universities of Pakistan. The findings revealed a directpositiverelationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior. Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investingingreen consumption behavior.

Keywords: celebrity endorsement; promotional activities; packagingof products; brand image; cosmetic industry; green consumer buying behavior (search for similar items in EconPapers)
JEL-codes: M31 O13 O47 Q01 Q50 (search for similar items in EconPapers)
Date: 2020
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