From Green Intentions to Actions: The Role of Covert, Overt, and Guerrilla Marketing in Promoting Green Consumerism25-Nov-2025Traditional marketing tactics have been significantly challenged by marketers in various areas, especially in the food sector. Firms utilize overt, along with emerging marketing communication strategies in the form of covert marketing, to circumvent customer skepticism and build a good brand image. However, there is limited empirical research that integrates these traditional and novel marketing techniques in green consumerism to develop green purchase intentions and ecologically conscious
consumer behavior (ECCB). Therefore, the current study investigates the impact of green product features, green pricing, covert advertising, overt advertising, and guerrilla marketing on purchase intention and ECCB. Furthermore, the study evaluates the moderating impacts of brand evangelism, environmental knowledge and habitat attitude in order to bridge the intention-behavior gap in green consumerism. Data were collected from 568 respondents using the public intercept sampling technique. The participants, who were customers of the frozen food industry in Pakistan, were shown videos or images before completing the questionnaire to help them understand covert and overt marketing tactics. The analysis used the
structural equation modeling (SEM) technique through AMOS. The results reveal that covert, overt, and guerrilla marketing impact green purchase intention (GPI), and, in turn, GPI affects ECCB. The results also show that brand evangelism and environmental knowledge moderate the relationship between GPI and ECCB. This research is valuable for marketers as it can help them enhance green consumerism among consumers through green purchase intention and ecologically conscious behavior using innovative marketing strategies.
Past Trends and Future Outlook of Maize Crop Production Pattern in Pakistan15-Oct-2025This study analyses the transformation of provincial maize production shares in Pakistan (2001–2023) using a Markov chain model and projects future trends (2024–2030) under a business-as-usual scenario. Results indicate Punjab’s dominant and expanding role in maize production, contributing over 90% by 2030. The findings highlight the need for policy interventions to promote regional diversification in maize cultivation for balanced agricultural growth.
Interactive use of biochar and chemical fertilizer for improving nutrient availability and crop growth in rainfed area30-Oct-2024The major limitations of rain-fed areas in Pakistan include soil fertility loss, reduced soil productivity and water scarcity. To address these challenges, research has investigated the potential use of biochar in low-fertility and degraded soils to increase soil fertility, nutrient uptake, and water retention, ultimately improving soil productivity and crop growth. A field study was undertaken to evaluate the impact of biochar, coupled with chemical nutrient on the availability of soil nutrient and crop growth. The evaluations comprised measurements of CEC of soil, pH levels of soil, soil bulk density, total nitrogen (N), soil phosphorus (P), SOM, soil texture, extractable potassium (K), and total organic carbon (TOC). Nitrogen fixation by mash beans was also evaluated using xylem solute techniques. This study’s results will contribute valuable insights into the impact of biochar on crop growth and soil health in rain-fed regions.
The efficacy of organic amendments on Maize productivity, soil properties and active fractions of soil carbon in organic matter deficient soil 27-Jun-2024Spanish Journal of Soil Sciences
Namal University