Consumers' choice behavior: An interactive effect of expected eudaimonic well‐being and green altruism

Abstract Grounded in the behavioral reasoning theory, this study aims to determine the impact that green brand awareness (GBA) and perceived green brand credibility (PGBC) have on consumers' choice behavior for green electronics in the context of an emerging country. Furthermore, by focusing on a novel perspective of expected eudaimonic well‐being, the mediatory role of expected self‐acceptance (ESA) and expected social contribution (ESC) and the moderating role of green altruism were empirically tested. Data were collected surveying 556 consumers from twin cities of Pakistan applying longitudinal research design. The findings indicate the direct and indirect impacts of GBA and PGBC on consumers' choice behavior via ESA and ESC as mediators. Also, the interactive effect of green altruism with ESA and ESC has been found to augment consumers' choice behavior. Moreover, this study encourages organizations to focus on the consumers' perceptions of self‐responsiveness and social responsibility to attract them to choose green brands.