Yasir Rasool

This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

The current study attempts to identify and measure the role of technology induction during the COVID-19 pandemic as either recreation or curse in students’ learning. By integrating the technology acceptance model (TAM) and innovation diffusion theory (IDT) the study tries to measure the student’s online learning experience as recreation or curse. Data was collected from 387 students through purposive sampling. The findings of the study confirm that introduction of technology in online learning plays a recreational and significant role in student’s online learning. However, computer self-efficacy and relative advantage were found to be a curse in online learning during the pandemic. The overall findings of the study imply that the shift of student’s learning from traditional to online learning has been through introduction of new technology and innovations, although the diffusion of innovation and technology among Pakistani students has been challenging because of a comparatively lower computer literacy level. The usefulness and ease of online learning have been the strongest predictive and recreational aspects in students’ online learning. Institutes and higher education commissions should further invest in enhancing the quality and effectiveness of these factors to improve the overall learning outcome of students through recreational technological induction in education.