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Investigating The Mediating Effect Of Green Product Literacy On The Relationship Between Technology Innovativeness And Green Product Purchase Attitude

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  • MUHAMMAD MUNIR

    (Department of Management & Administrative Sciences, University of Narowal, Pakistan)

  • MOAZZAM

    (Department of Management & Administrative Sciences, University of Narowal, Pakistan)

Abstract

technology innovativeness and green product attitude of the consumer. With growing environmental concern and the increasing emphasis on sustainable practices, understanding of the drivers that influence green purchasing behavior has become increasingly important. The study utilized a survey questionnaire which was distributed to a sample of 424 respondents. SPSS (26.0) software was used to analyze the data. The results of this study revealed that technology innovativeness had a significant positive direct effect on green product purchase attitude (β = 0.72, p

Suggested Citation

  • Muhammad Munir & Moazzam, 2023. "Investigating The Mediating Effect Of Green Product Literacy On The Relationship Between Technology Innovativeness And Green Product Purchase Attitude," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 417-426.
    • Handle: RePEc:rfh:bbejor:v:12:y:2023:i:2:p:417-426
    DOI: https://doi.org/10.61506/01.00025
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