A Moderated–Mediated Model for Eco-Conscious Consumer Behavior

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.