Rida Akmal Janjua

Effect of Green Consumer Marketing on Consumer Buying Behavior: moderated mediation model Over the decades, the attention towards environmental concerns have been increased remarkably that has led green consciousness among people. As we all know, unlike human needs, resources are finite. As marketing students we know how much important role marketing plays in shaping the attitude and buying choices of consumers. The reason for choosing this topic as our final year project is to identify the impact and effect of Green Marketing on customer buying behavior in order to fill the existing gap in this domain. It highlights a mediating variable i.e. Green Brand Awareness, demonstrating how it help Green Marketing effect Consumer Buying Behavior. Moreover, we have used Environmental Knowledge as a moderator. The moderator in the study effects the two relationships, firstly between Green Marketing and Consumer Buying Behavior, whereas secondly between Green Brand Awareness and Consumer Buying Behavior. After testing the nature of these relationships we have analyze how each variable along with the mediator and moderator has an important impact on one and other. Moreover, the research ought to bring insights of how Green Marketing can be used as beneficial for the businesses and its study later on in the business world. In addition, at the end the study will present the reasons as of why green marketing can be an important component considering other variables of the study in the future.