From concern to consumption drivers of green consumer behavior in the sustainability era

Environmental sustainability is under extreme strain, and human’s reckless consumption practices are exacerbating emerging environmental problems including global warming and the greenhouse effect. Shifting consumer patterns towards green consumption is one of the possible solutions. This study examines the effect of environmental concern, perceived usefulness and green consumer knowledge on green consumer behavior. Further the indirect effects of environmental attitude and subjective norms are examined as mediators. Moderating effect of green consumer trust on relationship between environmental attitude and green consumer behavior is also examined. The relationships are examined in light of theory of green purchase behavior. The research philosophy of this study is positivism, which emphasizes an objective and systematic approach to understanding the variables influencing green consumer behavior. The study was quantitative by nature. Data was gathered through an online questionnaire from 399 respondents of FMCG customers, using a purposive sampling technique. The hypotheses were tested using the Structural Equation Modelling (SEM) technique by using Smart-PLS software. The findings demonstrate that environmental concern, perceived usefulness, and green consumer knowledge support green consumer behavior and incite consumers to buy environmentally friendly products. Subjective norms and environmental attitudes mediate the relationship between environmental concern, perceived usefulness, green consumer knowledge and green consumer behavior. Green consumer trust moderates the relationship between environmental attitude and green consumer behavior, indicating that consumer trust motivates environmentally sensitive behavior. The results help marketers and policymakers to establish initiatives that raise consumer awareness, build trust, and promote sustainable consumption.