Foundations of Green Consumption: How Environmental Awareness and Green Marketing Foster Trust and Environmental Concern

Abstract

This research investigates the relationship of environmental awareness (ENAW) and green marketing (GM) as determinants of green consumption behavior (GCB) through the mediating roles of customer trust (CT) and environmental concern (ENVC). Although sustainability is increasing in relevance, limited empirical evidence has documented how these factors collectively influence consumers' behavior in developing economies. Using the Theory of Planned Behavior and Signaling Theory, survey data collected from 300 Pakistani consumers and analyzed through structural equation modeling. The results indicate that ENAW and GM have significant positive influences on CT and ENVC, which are positive predictors of GCB. Specifically, ENVC was found the strongest predictor of pro-environmental behavior. CT also decreased skepticism and increased confidence in green marketing claims. Mediation analyses indicated that awareness and marketing indirectly influence GCB through trust and concern. This study provides insights into the psychological mechanisms that influence sustainable consumption, as well as useful knowledge for policymakers and practitioners to develop credible and emotionally engaging approaches that foster green behaviors in developing markets.