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Current research examines the extent to which environmental concern and green awareness impact on intentions of customers to purchase green products and further examines the moderating role of Positive World of Mouth in relationship of green awareness and environmental concern with Green Purchase Intentions. Based on the Theory of Reasoned Action, a customer's attitude verses intentions model has been developed and tried to address an attitude-intentions gap to find out the reality of green phenomenon in a developing country like Pakistan. Age-based quota sampling method is used for the collection of data and was assured that a certain percentage of respondents fit to each explicit age group. 344 was the total sample size of the study. A series of Confirmatory Factor Analysis (CFA)via AMOS 22 was performed to establish the discriminant validity of the variables. Data analysis techniques of Preacher and Hayes (2004)were executed and model one was applied for moderation analysis in SPSS 21. Overall, a good support was found for the hypothesized links. It was found that Positive Word of Mouth moderates the association of environmental concern and green awareness with green purchase intentions. For theorists, this, customers' attitude verses intentions model offers a better psychological explanation of the factors impacting customers green purchase intentions.
Keyword: Environmental Concern, Green Awareness, Positive word of mouth, Green Purchase Intentions, Theory of Reasoned Action.
1. INTRODUCTION
"Green consumerism refers to recycling, purchasing and using environment friendly products that have minimal damage to the environment (Rehman & Dost, 2013; Roberts, 1996, p. 29). The products which have least impact on environment, do not contaminate the nature and have the ability to be reused are termed as green products (Paul, Modi, & Patel, 2016; Shamdasani, Chon-Lin& Richmond, 1993). Such choices incorporate the use of hybrid cars which emit less carbon dioxide, machines that expend less power, wind and solar energy to generate electricity and purchasing of organic products and locally grown vegetables. With the passage of time, more organizations are participating in the green development either due to their enthusiasm for protecting planet or a longing to earn profit by developing the customers' interest in green products. Greening idea came into existence in 1960s, focusing on energy protection and contamination (Rehman & Dost, 2013). Subsequently, because of...