Abstract
The purpose of this research study is to investigate the impact of environmental concern (EC), willingness to be friendly to the environment (WEF), green brand positioning (GBP), green marketing mix (GMM) and attitude toward green brands (AGB) in Pakistan on sustainable consumption behavior (SCB) with moderating role of green purchase behavior (GPB) focusing on the green apparels with moderating role of green purchase behavior. The research data were gathered through the survey method of the industries of green clothes shops. The study opted with the primary data and used questionnaire as data collection tool. Furthermore, the study selected the convenience sampling technique and targeted customers in Pakistan with sample of 319. For data analysis, PLS-SEM was applied. The results of the study revealed that there is direct significant and positive impact of attitude towards green brands, environmental concern, green brand positioning, green marketing mix and willingness to be environmentally friendly on green purchase intention. Moreover, the study also revealed that there is direct significant and positive impact of green purchase behavior and green purchase intention on sustainable consumption behavior. However, the results show that the green purchase behavior does not moderates the relationship between green purchase intention and sustainable consumption behavior.
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