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PurposeThis study aims to predict ethical self-identity's effect on consumer buying behavior of biodegradable bags. Moreover, a moderated mediation model is tested by analyzing the mediating role of attitude and the moderating role of religiosity to investigate buying behavior. Few studies have been conducted to explore moderated mediation to predict consumer behavior based on belief congruence and planned behavior theories, according to previous literature, indicating a literature gap in consumer behavior studies. Accordingly, the moderating role of religiosity in the relationship between ethical self-identity and purchase intention in the context of biodegradable bags was used to contribute to the consumer behavior literature.Design/methodology/approachThe population of the study included literate consumers who are aware of biodegradable bags and keen to buy them. The data were collected from consumers of twin cities (Rawalpindi/Islamabad) via purposive sampling. The data were collected from 310 consumers five-time lags.FindingsThe findings suggest that ethical self-identity influences the buying behavior of consumers toward biodegradable bags. In this study, the theory of planned behavior provides greater implications to predict consumer buying behavior because the subjective norm, perceived behavioral control and attitude were found to have a significant influence on purchase intention, which further predicts the actual consumer behavior.Research limitations/implicationsThe study's sample was limited to one geographical area and the sample was limited to only biodegradable bags. Future studies may go for a cross-comparison of industries or multiple environment-friendly products to enhance the generalizability of the research.Practical implicationsThis study provides useful insights to the companies of consumer-based brands to use eco-friendly practices from production to packaging and consumption. Environment-friendly consumers are ready to pay a premium price for environment-friendly products, which encourages decision-makers companies to cater to this niche market. Moreover, companies can focus on factors that influence their decision-making, such as ethical and moral values of responsibility, while planning their advertising strategies. Furthermore, the positioning of the environmental or consumer personal care products should be done by considering the personal disposition factors because they reinforce the actual behavior of employees.Social implicationsFor researchers, this research opens new avenues for predicting consumers' buying behavior by applying the theory of planned behavior in the plastic bag industry. This study provides useful insights to the companies of consumer-based brands to use eco-friendly practices from production to packaging and consumption.Originality/valueThe proclivity to buy biodegradable bags increased over time, providing opportunities to the companies to offer environmentally friendly products to an increasing number of customers. However, personal deposition factors, such as religiosity and consumer views, are less well understood in terms of predicting actual behavior. Few studies have been conducted to explore moderated mediation to predict consumer behavior based on belief congruence and planned behavior theories, according to previous literature, indicating a literature gap in consumer behavior studies.

Green marketing has become a very important marketing concept in recent years, and it has proven to be effective in promoting and reinforcing the concept of environmental conservation and sustainable development. The objective of this descriptive study was to determine the influence of green marketing on buying behaviour of consumers and their views and expectations towards green product and this study aim to assist consumers in Palayan City, Philippines by raising product awareness through ads, with the goal of changing individual purchasing habits, which can have an effect on environmental welfare and also to understand environmental friendly products' availability and the impact of advertisers' marketing campaigns in relation to consumers. As to its findings, most of the respondent agreed that humans must live in harmony with nature in order to survive. Also, the respondents believed that no consumers or buyers should frequently buy which can be refilled, and they are highly in favour that they feel good about buying green brands causing less damage to our environment. It also revealed that using an eco-friendly product has the most impact of green marketing on consumer buying decision that contributes for the environment safety, they encourage patronizing green marketing and using eco-friendly products to lessen the negative impact in our environment. Finally, the researchers recommend strengthening the campaign on green marketing practice through the use of different social media platforms. These platforms will help to connect with the customers and increase awareness of the crisis facing by the environment.

The main purpose of this research was to investigate the effect of sales promotion and natural environment that is casual factor in consumer buying behavior. The survey found that there was an insignificant relationship between coupons and buying behavior. On the other hand the buy-one-get-one free, Physical surrounding has a significant relationship with the purchasing behavior.. The consequences of this research will help marketers to recognize the most excellent kind of promotional tools that significantly influence the purchasing behavior of consumers. Traders can develop their business plan more effectively through the results of this study and plans help entrepreneurs and traders to gain a competitive benefit over their competitors and enable businesses to gain maximum profit.

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the "brand name" of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers' buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer's ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers' decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

The aim of this research is to identify the relation of product packaging on consumer's buying behavior of millennial of Karachi. The objective of this research is to add information in the existing research work which is done in packaging and how it influences the purchase behavior and then decision of the millennial of Karachi. The purpose of the research is to study those factors that can be use by the companies for driving the success of packaging style. This study will also explore the relations between different variables of packaging with consumer behavior. The dependent variable here in the study is consumer buying behavior while about five independent variables also used. This research is the brief overview of some important factors that can influence the purchase decision. The data used in the research is primary that will be collected from the millennial of Karachi through questionnaires (instruments) and then analyzed on SPSS software. The sample size is 311 which are aged between 15 and 40. After analyzing the data, the observations indicate that how much packaging is one of the most important factors for product that can influence the buying behavior especially of millennial. The changing trend and consumer's life style pattern is increasing the influence in packaging. The color, material of packaging, wrapper design and innovation also played an important role in consumer's purchase decision. Nowadays, the packaging color and design is also used as a medium of communicating the message to consumer. In last, the implication of the study with some future recommendations and research limitation with future gap has also been provided for exploring the new concept in the topic.