本文是一篇企业管理论文，本研究旨在评估绿色产品知识、绿色信任和品牌形象对土库曼斯坦消费者 绿色购买行为的影响。该研究是定量研究，数据收集自350名土库曼消费者。该数据是通过进行离线调查获得的。
Chapter 1 Introduction
1.1 Research Background
1.1.1 Emergence of Sustainable Consumption
During the last few years, the most substantial and urgent matter the global community has been focused on is sustainable development. Rapid economic growth and technological advancement have resulted in unsustainable consumption patterns, negatively impacting the environment. Public and environmental organizations and researchers have explored the concept of sustainable consumption (Zhang & Dong, 2020). Organizations and consumers are growing more conscious and worried about the damage to the environment. Concerns regarding the environment, such as climate change, resource scarcity, and global warming, are intensively growing, and governments, organizations, and consumers are modifying their objectives to focus on sustainability (Rustam et al., 2020). The shift toward sustainability has increased the demand for environmentally friendly products and consumption (Zhang & Dong, 2020). Recent studies have revealed that consumers are likely to be inclined toward purchasing eco-friendly products (Zonn et al., 2018).
Consumers are demanding eco-friendly products, which have gained attention from organizations and firms to emphasize eco-friendly practices in business processes and products (Baiquni & Ishak, 2019). There is a heightened focus on the environment, which has led individuals to make changes in their lifestyles and values. Consumers acknowledge that their purchasing behavior and buying habits can have adverse effects on the environment.
1.2 Significance of the Research Study
1.2.1 Significance of the Study
The present study specifies a theoretical framework to understand Turkmen consumers’ green purchase intentions and behavior. By evaluating the roles of green product knowledge, green trust, and brand image on purchase intention and green buying behavior among consumers, the research intends to add to the limited research in the Turkmenistan context. Furthermore, the study extended the literature by incorporating green purchase intention as the mediator along with evaluating green products’ perceived price as the moderator. Secondly, the research intends to deliver significant practical applications. The study will be significant for marketers, businesses, consumers, government, and policymakers. The study will allow these stakeholders to comprehend the consumer behavior trend regarding eco-friendly and green products in Turkmenistan, which can be utilized to address the challenges and promote green consumption behavior. Prior research has established that marketers require knowledge and perception of consumers to develop effective strategies to meet their consumers’ demands (Mehraj & Qureshi, 2022). Hence, the study will be substantial for marketers to assess their strategies and plans to improve customers’ purchase intention and impact their green purchase behavior.
With increasing environmental challenges in Turkmenistan, it is essential that businesses focus on sustainability, and the study emphasizes the importance of green business. Businesses must embed green practices in their processes and products to improve consumers’ green purchase intentions and behavior. The study's findings will provide insights for companies in Turkmenistan to strengthen their ecological image of brands and deliver green products for Turkmen consumers. The study will contribute toward informed policymaking and awareness among consumers. While many consumers are concerned about the environment, many remain skeptical and unaware of green consumption, and there is still a lack of green purchase behavior.
Chapter 2 Literature Review
2.1 Theoretical Framework
Researchers can adopt various theoretical frameworks to support the research study while identifying the factors impacting green purchasing among consumers from Turkmenista
