The Extended GREEN-A Framework: A Gender Comparison in Consumer Support for Sustainable Businesses Practices

This study analyses the attributes of consumer support for sustainable business practices utilising the GREEN-A model. We formulated three different models to observe the role of gender. Data employed, within the investigation, was obtained through an online survey during 2021 and analysed using partial least squares-structural equation modelling. Findings for all three models confirm that green advertisement practices play the most crucial role in promoting consumer support for sustainable business within Pakistan. Our gender-specific models display that ethical practices are of crucial importance for women, whilst the quality of life is found to be fundamental for men. Based on the study’s findings, firms must communicate their eco-friendly attributes and ethically sourced products to their customers through green advertisement. This strategy will improve brand awareness and ultimately endorse consumer support. In addition, firms should sponsor community-driven events to enhance the quality of life and well-being of the consumers while improving the firm’s image.