A Moderated–Mediated Model for Eco-Conscious Consumer Behavior

Lei Chen, Sheema Matloob, Yang Sunlei (), Sikandar Ali Qalati (), Ali Raza and Mónica Lorena Sánchez Limón
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Lei Chen: School of Accountancy, Wuhan Textile University, Wuhan 430200, China
Sheema Matloob: Department of Business Administration, Sukkur IBA University, Sukkur 6520, Pakistan
Yang Sunlei: School of Accountancy, Wuhan Textile University, Wuhan 430200, China
Sikandar Ali Qalati: School of Finance and Economics, Jiangsu University, Zhenjiang 212013, China
Ali Raza: Department of Business Administration, Sukkur IBA University, Sukkur 6520, Pakistan
Mónica Lorena Sánchez Limón: Autonomous University of Tamaulipas, Victoria 870000, Mexico

Sustainability, 2023, vol. 15, issue 2, 1-20

Abstract: Using the Attitude–Behavior–Context theory, this research aims to investigate the impact of green marketing (GM) and green customer value (GCV) on eco-conscious consumer behavior (ECB) toward the consumption of green products. This study involved a survey technique that comprised 700 consumers through a self-administered questionnaire disseminated through enumerators in two metropolitan cities of Pakistan (namely, Lahore and Karachi), of which 349 were usable for the data analysis process. The hypothesized relationships were validated using partial least squares structural equation modeling through SmartPLS 4.0. The empirical findings showed a positive impact of GM and GCV on brand awareness (BA), environmental concern (EC), and ECB. The findings also revealed the partial mediating effect of BA and EC on the relationship between GM, GCV, and ECB. In addition, this study observed the moderating impact of felt obligation (FO) on the relationship between BA and ECB. The findings show that ECB is essential for a sustainable environment. This study’s results may guide managers and marketers in developing suitable GM strategies.

Keywords: green marketing; green customer value; brand awareness; environmental concern; eco-consciousness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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