Effect of spirituality and ethics on green advertising, and the multi- mediating roles of green buying and green satisfaction

This study has extended Motivation-Ability-Opportunity- Model and developed a framework with seven variables (i.e., green brand, satisfaction, advertising, buying behavior, spirituality ethics. The taken holistic approach by testing 15 relationships for understanding marketing. authors distributed 415 questionnaires to the students of selected universities Karachi received 395 filled-in questionnaires. study’s results support all proposed hypotheses, they are in line earlier studies on marketing (GM). found that advertising (GA) is an essential aspect Besides its direct effects green-related elements (H1 H7), it (green satisfaction) significant mediating roles ethics (ET) behavior (GBB) (H8); spiritually (SP) (H9); ethics, satisfaction (H10); Spirituality (H11). We also mediates (GS) (H12). Green brand (GB) (H13). variable’s interrelationships can be judged from our both multi effects. current multi-mediating impact (H14) (H15) significant. theoretical practical implications based empirical results.