Green Products, Consumer Preferences, Future Disasters And Mediating Role of Public Policy - Noor Yasmin, Prof Dr. Abdul Ghafoor Awan

The objective of this study is to examine the impact of green product and consumer preferences on purchase intention through the lens of public policy using primary data collected from 400 employees of public and private organizations in D.G. Khan division of Pakistan through questionnaire surveys. Green product and consumer preferences were independent variable while public policy served as a mediating variable and Purchase intention, which is proxied for natural disasters, acted as dependent variable. Reliability of questionnaire items were tested through Cronbach Alpha while the relationship between independent, mediating and dependent variables were estimated through regression analysis. The findings reveal that the impact of green products and consumer preferences was positive and significant on purchase intention. Similarly, the impact of public policy was also pronounced on the relationships of green products, consumer preferences and purchase intention. The study suggests that firms and policymakers should frame eco-friendly policies to promote green products through policy intervention and fiscal incentives to achieve sustainability and to mitigate the effects of climate change.