Signaling Green: Impact of Green Product Attributes on Consumers Trust and the Mediating Role of Green Marketing.

The purpose of this research is to highlight the relationship between green product attributes and consumer trust that influence consumers' decision to purchase green products in the context of Pakistan. This study contributes to determining quantitatively how green product attributes such as physical, perceptual, and reflexive attributes influence consumers' trust to purchase a green product and investigates the mediating role of green marketing. Data was collected from different industrial sectors through a survey questionnaire.