DefinePK

Abstract

At present trust issues, brand image issues, price issues, pro-environmental, consumption behavior and sustainable issues are most enchant significant attention from scholars. In the context of developing countries there are less research effort in this topic, especially in investigate the consumer purchase intention for apparels. The objective of this research is investigating the influence of brand awareness, brand association, and perceived quality on purchase intention is a crucial aspect of understanding consumer behavior in the context of apparels. Additionally, this study aims to explore the mediating effect of brand trust and the moderating effect of green perceived price in the context of Pakistan. This study used the version 4 of PLS SEM for analysis and run the measurement model and structural model to test the hypothesis and analysis by surveying 207 consumers in the Sialkot. The innovative point is that to covering the those products which safe the environment such as green apparels by the contribution of the theory of CBBE model (Customer based brand equity) and theory of cognitive dissonance is that can increase the level of consumer purchase intention. This study is an explanatory study and put to use design of single cross-sectional study. (PLS- SEM) Partial least Square Structural Equation Modeling with smart software new version 4 was used to analyze the data to achieve the research objectives.