Impact of Green Marketing Strategies on Consumer Buying Behavior: The Moderating Role of Environmental Concerns in Pakistan


  • Ali Majid Ph.D Research Scholar , Lincoln University College Malaysia, Malaysia Author
  • Dr. Muhammad Shoaib Farooq Lincoln University College Malaysia, Malaysia Author



consumer behaviour, environmental concerns, green marketing


The examination of the interaction among green marketing strategies, organizational identity and innovation performance in medium-large sized firms is addressed in this study. Under the nowadays environmentally concerned and market profundity, such approaches are being adopted as a means of not only satisfy ever-growing legislative environmental standards but also improve marketing competitiveness as well as innovation abilities. The study uses a mixed-methods design, incorporating the analytic tool of structural equation modelling in the quantitative phase, and thematic analysis of interviews and case studies in the qualitative phase. The combination of these two methods yields a rich dataset that reveals how green marketing strategies impact organizational identity, and subsequently, innovation performance. The results show that Green marketing strategies significantly enhance the organizational identity, which in turn leads to the positive influence on innovation performance. The important issues are identified, besides previous literature by the interviewees, the integration of sustainability into the corporate culture, barriers in implementing green strategies, and stakeholder relationships. These emphasized issues give us the deeper understanding of how environment embedded in the firm can drive for sustained innovation and enhancement. Essentially, the thesis does two things. First, it adds to an ongoing body of academic literature on green marketing and the product environments that often drive it; demonstrating that a strong organizational identity built around sustainability can provide a powerful driver of innovation. In doing so, the research supports both why green marketing should be integrated into strategic management, and why corporate strategy should be about much more than looking for the next opportunity to purchase some profitable regulatory easement in a squalid, dying wetland.


Ashoush, N., & Kortam, W. (2022). The impact of green marketing strategies on consumers’ purchasing intention. The Business and Management Review.

Boztepe, A. (2012). Green Marketing and Its Impact on Consumer Buying Behavior. European Journal of Economic and Political Studies.

De Jesus, Fhrizz S., Ramos, Jeverlyn B., & Cunanan, Mariel T. (2021). Green Marketing: A Descriptive Analysis of its Influence on Consumer Buying Behavior. IRA-International Journal of Management & Social Sciences.

Dutt, S. (2020). The impact of green marketing on consumer purchase behavior. International Journal of Research in Marketing Management and Sales.

Febriatmoko, B., Prananta, W., & Wijaya, A. (2023). Can Green Market Orientation Improve MSME Marketing Performance Through Organizational Ambidexterity? Jurnal Dinamika Manajemen Dan Bisnis.

Hussain, Z. (2023). Examining the impact of green marketing strategies on organizational performance and competitive advantage. NUST Business Review.

Leal-Rodríguez, A., Ariza-Montes, A., Morales-Fernández, E. J., & Albort-Morant, G. (2017). Green innovation, indeed a cornerstone in linking market requests and business performance. Evidence from the Spanish automotive components industry. Technological Forecasting and Social Change, 129, 185-193.

Mushtaq, S., Zubair, S. S., Khan, M., & Khurram, S. (2019). Mediating Role of Environmental Commitment between Green Organizational Identity and Green Innovation Performance. Development Economics: Agriculture.

Sah, Dr.P. Vanishree. (2016). Impact of Green Marketing on Green Consumer Behaviour.

Shabbir, M. S., Sulaiman, M. A. B. A., Al-Kumaim, N. H., Mahmood, A., & Abbas, M. (2020). Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE. Sustainability.

Shaukat, F., Zaman, H. M. F., Nguyen, T. T. N., & Souvanhxay, P. (2023). The Interplay of Eco-Innovation and Market Uncertainty on Green Marketing Orientation and Business Performance. Marketing and Management of Innovations.

Soewarno, N., Tjahjadi, B., & Fithrianti, F. (2019). Green innovation strategy and green innovation. Management Decision.

Suganya, Dr. R. V. (2023). Green Marketing and Its Influence on Consumer Purchasing Behaviour. Tuijin Jishu/Journal of Propulsion Technology.

Suganya, Dr. R. V. (2023). Green Marketing and Its Influence on Consumer Purchasing Behaviour. Tuijin Jishu/Journal of Propulsion Technology.

Yousaf, Z., Radulescu, M., Sinisi, C., Nassani, A., & Haffar, M. (2022). How Do Firms Achieve Green Innovation? Investigating the Influential Factors among the Energy Sector. Energies.







How to Cite

Majid, A. ., & Farooq, M. S. . (2024). Impact of Green Marketing Strategies on Consumer Buying Behavior: The Moderating Role of Environmental Concerns in Pakistan. Bulletin of Business and Economics (BBE), 13(2), 37-43.

Similar Articles

1-10 of 126

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 10 > >>