A Moderated–Mediated Model for Eco-Conscious Consumer Behavior

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