<![CDATA[This quantitative survey research was conducted to examine the relationship between the variables of green marketing of food products and consumer purchasing behavior in retail stores located in district- 4 of Kabul City. In terms of purpose, the study is applied research, and in terms of methodology, it follows a descriptive correlational research design. Data were collected from 365 consumers of food products using a questionnaire. The reliability of the questionnaire was assessed using Cronbach's alpha coefficient, and the values for all variables exceeded 0.80, indicating that the measurement instrument possessed satisfactory reliability. Due to the ordinal nature of the research instrument, the collected data were analyzed using Spearman's rank correlation coefficient and multiple linear regressions. The findings indicate a positive and statistically significant relationship between green marketing of food products and consumer purchasing behavior. Furthermore, the variables of environmental awareness, credibility of green claims, and green promotion and advertising had a positive and statistically significant effect on consumers' green purchasing behavior, whereas the price of green products had a negative and statistically significant effect on purchasing behavior. The results of the multiple regression analysis reveal that the credibility of green claims is the strongest predictor of consumer purchasing behavior. The coefficient of determination (R² = 0.51) indicates that the independent variables explain a substantial proportion of the variance in consumer purchasing behavior. Finally, the findings confirm the importance of developing green marketing strategies, enhancing environmental awareness, and strengthening consumer trust in the marketing management of food products in Kabul City.]]>
Copyrights © 2026
