Furthermore, the MGA revealed that the infected respondents were interested in purchasing green products than uninfected respondents due to their FCV conversely, the PD and MS were higher in uninfected individuals than infected ones. In addition, MS and PD partially mediate the effect of FCV on GPB. All the direct relationships were positive and significant. This research revealed that the FCV, PD, and MS plays a substantial role in adopting GPB. Despite having the negative psychological and physical impact of the pandemic, a significant proportion of customers have switched to healthier and sustainable products. Smart-PLS 3 was used to evaluate the measurement model, structural model, and multi-group analysis (MGA). This research adopted a quantitative methodology using data collected from 432 respondents in various cities across Pakistan. Subsequently, this study investigates and interprets the role of fear of COVID-19 (FCV), psychological distress (PD), and mortality salience (MS) in predicting consumer’s GPB. Although the factors underlying this shift were relatively unexplored, the study aimed to identify the factors that influenced a significant role in the green purchases during the outbreak and the relationship of these factors with green purchase behavior (GPB). In the context of purchase and consumption, a shift from conventional to green purchase has been noticed. The coronavirus disease 2019 (COVID-19) pandemic and its effects on an individual’s life have altered the consumer behavior.
0 kommentar(er)
