This study uses the natural resource-based view theory to examine whether excessive green brand packaging (EGBP) and environmental awareness (EA) affect green brand image (GBI) by integrating the mediation role of green brand innovation (GI) and the moderating role of green concern (GC). A quantitative questionnaire-based survey was done utilizing purposive sampling with 446 customers who bought apparel brands at 06 malls in five major Pakistani cities. Data was analyzed using PLS-SEM. Our data demonstrate that EGBP adversely affects GI. The data also demonstrate that EA favorably affects GI and GBI. EA-GBI and EGBP-GBI are strongly mediated by GI. Additionally, GC substantially moderates the GI-GBI interaction. We are the first to use PLS-SEM to advance the (NRBV) using EGBP, EA, and GI as mediators and GC as a moderator. Our results also help us understand how GI mediates and GC moderates the GI-GBI connection in Pakistani apparel brands.
Mehmood et al. (Mon,) studied this question.