Abstract
Due to its substantial ecological imprint, the fashion industry is coming under closer examination in a time of increased environmental awareness. Therefore, the interplay of ecological awareness and sustainable consumption in the fashion industry is the focus of this empirical research. This study examines the mediating role of empowerment and self-transformation between moral self-identity, ecological consciousness consumer behavior (ECCB), and consumers' purchase behaviors, along with the moderating role of religiosity. Under the Value Belief Norm theory paradigm, the hypotheses were assessed after collecting data from 542 consumers in Pakistan. The results indicate that empowerment and self-transformation mediate the relationship between self-identity and ECCB with consumers' purchase behaviors. Also, the results provide strong support for religiosity as the boundary condition. The empirical results add to the body of research by illuminating the complex relationship between environmental consciousness and actual spending behaviors, particularly in the context of fashion.
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