The Impact of Green Advertising Practices Dimensions on Consumer Green Purchasing Behavior in Food Sector of Afghanistan

Abstract

Afghanistan faces pressing environmental issues such as deforestation, pollution, and soil degradation. Limited awareness of eco-friendly practices worsens these problems, necessitating a study on people's attitudes toward the environment. Additionally, Afghanistan is susceptible to climate change's adverse effects, including more frequent floods and droughts. Research can identify effective strategies to combat climate change through green practices, benefiting public health and the economy for a sustainable future. This research, grounded in the theory of planned behavior, examines the influence of green products and environmental awareness on consumers' eco-friendly purchasing habits. It also explores how environmental concerns impact the relationship between green products, awareness, and purchasing behavior. Statistical tools like regression, correlation, and variance inflation tests were employed to analyze data from 249 respondents using SPSS, confirming that green products play a pivotal role in shaping consumers' eco-friendly purchases. The study contributes in three significant ways: firstly, it bridges a gap in the literature by connecting environmental awareness, green products, and consumer behavior. Secondly, it empirically introduces environmental concerns as a contextual or moderating variable. Lastly, the study offers a unique perspective by focusing on Afghanistan. Practitioners can find valuable insights in this research, highlighting the importance of green awareness, environmental concerns, and eco-friendly consumer behavior.