The Eco Deigned Product Effects on Brand Love through Perceived Environmental Performance and Personality Traits in Fast Food Industry in Pakistan

Abstract

The composition and level of human activities are posing serious threats to the environment and to the existence of human beings (Stern, 2007). Not long ago, production by mega industries and extraction of resources were responsible for destruction on earth whereas quite recently this destruction is being caused by private consumption. Consequently, there is an increased pressure to involve consumers to solve environmental problems by their active participation. Thus there is a need to empower and support consumers by increasing opportunities to involve in environmental activities and by understanding their attitudes and concerns toward society and environment. The current study was conducted in order to see the impact of Eco-Designed Products, Personality traits and Ethical Consumption on Brand Love with mediating role of Perceived Environmental Performance over the consumers of fast food in Pakistan. Majority of the respondents were young students. This research was aimed to determine the significant impact of variables over Brand Love. Companies nowadays are working over variables which help in achieving the brand love for their product or service. This research further opens up the gates to explore the impact of green products and perceived environmental performance in achieving brand love in fast food industry and other manufacturing industry. The researchers’ conclusion with suggestions and recommendations was also summed up at the end of the study.