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 aim of this study is to elaborate the different factors which attract users to use social media sites. These main factors are subjective norms, image, efficiency and satisfaction along with the mediating role of perceived usefulness. Survey method was used to collect data from B2B fashion brands in Pakistan. Convenient sampling technique was used to collect data from targeted respondents. Collected data was analyzed using Smart-PLS 3.3 version. Results express that subjective norms, image, efficiency and satisfaction have positive and significant impact on perceived usefulness and intention to use social media sites in B2B context within Pakistani fashion brands. Results further reveal that perceived usefulness partially mediates the relationship between subjective norms, image, efficiency, satisfaction and intention to use social media sites. This study will enhance the available literature in the area of technology acceptance model (TAM) and will provide useful insights to B2B managers to use efficiently use social media sites for the promotion of their brands. This study is limited to fashion brands, future researchers can expand this model to other area of business.

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