The Impact of Green Awareness on Green Purchase Intentions with Mediating Effect of Green Trust: A Consumer Perspective

This research study examines the impact of Green Awareness (GA) on Green Purchase Intentions (GPI). We also investigated the mediating influence of Green Trust in the twin cities (Islamabad/Rawalpindi) of Pakistan. A total of 79 respondents participated in this research. The findings suggest that GA has a positive effect on GPI. The findings also suggest a positive effect of mediating variable GT on GPI. Individuals with high GT tend to have more GPI. The contemporary research also discusses the theoretical and practical implications of these findings.