Drivers of Green Persistence Intentions in an Authentic Green Brand: A Study of Green University of Pakistan

Abstract

The current study focuses on innovative green marketing concepts that are in line with current environmental trends to aid businesses in improving the effectiveness of their green marketing. Several investigations have been conducted on the green gap phenomena as interest in sustainable consumerism has expanded recently. The discrepancy between what consumers claim to be doing to help the environment and what they contribute to promoting it is the matter at hand. The application of the concept of a green university, study was carried out at the Arid Agriculture University in Rawalpindi. In the current study, faculty and students were the target population. A sum of 323 responses was gathered through a structured questionnaire. Out of 323 respondents, 90 were faculty members and the remaining were students from different disciplines. SmartPLS was utilized to examine the measurement and structural framework of the research, the outcomes show all six hypotheses were significant. Green self-efficacy is also moderating the connection between green experiential happiness and intentions for green persistence.