EXAMINING THE EFFECT OF GREEN SUPPLY CHAIN MANAGEMENT PRACTICES ON GREEN BRAND TRUST AMONGST PAKISTANI APPAREL BRANDS

Abstract

Studying the effects of green supply chain management practices (GSCMP) on green brand association (GBA), examining the mediation role of green brand association between GSCMPS and GBT, and investigating the GW moderation effect between GSCMPS and GBA in the context of Pakistani apparel brands are the three main goals of this research project. Quantitative approach research was employed in the study. 446 customers of a green apparel brand from 15 malls in six of Pakistan's biggest cities were included in the sample for the quantitative study, which was selected via purposive sampling. Questionnaires were used as study tools. PLS-SEM, or "Smart PLS partial least square, structural equation modelling," was used for the statistical study. We found that GSCMPS has a more favourable effect on GBA. GBA is a mediator of the interaction between GSCMP and GBT. GW moderates GSCMPS and GBA adversely. The results of this research may not apply to other businesses or nations since it is centred on a Pakistani apparel brand. Moreover, the survey just examined green brand consumers who exclusively made purchases at malls. This begs the issue of whether the findings apply to other people who do not shop in malls for apparel brands. The article goes into extensive detail on the practical and academic significance of these results.