Hamza Hassan

Academic

Career

Verbatim text

Effect of Perceived Green Innovation and Perceived Social 
Media Marketing on the Consumer's Purchase Intention with the 
Mediation of Perceived CSR and the Moderation of Consumer’s 
attitudes towards Green Product 
Individuals have different thought processes through which they make decisions before 
opting for a certain product, the same way they choose their dairy brand. In this research, we 
have tried to investigate factors that motivate and inspire consumers to make certain 
environment-friendly decisions before they buy their quality dairy products. The study was 
taken under consideration because of an identified gap, that consumers of the dairy industry 
in Pakistan are unaware of the green innovative practices carried out by local organizations 
while forming tetra-packed milk products. We want to study through theories and the 
sustainable development goals taken into consideration by consumers while buying a dairy 
product, and how the digital footprint of such practices can influence consumer attitude 
towards green products. Then we will focus on how dairy organizations can be better at 
spreading awareness among their consumers. After giving reasons, the study will reach its 
core ideology where forthcoming actions will be discussed, based on consumer insights 
gathered through data collection and suggestions will be made to the dairy industry on how 
to reduce the awareness gap of their green practices and have consumer perspective in 
their product positioning process. 
 
 
 
Area of Study: 
Marketing 
Supervisor Name: 
Mr. Abdul Wahab 
Group Members:  
Hamza Hassan (22i-2814)

AI enrichment