Green Consumption Values and Environmental Concerns Nexus: The Moderating Role of Buying Involvement in Organic Food Consumption in Pakistan

ABSTRACT The food industry is a major contributor to climate change and has been linked to environmental and health issues due to excessive use of agrochemicals. To address these issues, responsible consumption and production have emerged. Organic certification is a common strategy for assuring consumers about sustainability. However, there is little research on organic food consumption in emerging countries. This study aims to examine the impact of green consumption values on environmental concerns using the theory of consumption values and also looks at the moderating effects of buying involvement. The researchers gathered data from 48 farmer markets in Punjab, Pakistan. They analyzed 730 respondents' data and found significant positive correlations between environmental concerns and multi‐dimensional green consumption values. The epistemic value was identified as a highly significant predictor of environmental concerns. The studied relationships are influenced by the buyer's level of involvement (low, average, and high), with significant differences in the connections between environmental concerns and consumption values among consumers with different levels of buying involvement. The findings have important implications for increasing organic food consumption in the mainstream market. This initiative is a significant milestone in achieving Responsible Consumption and Production (SDGs‐12 th ) , as organic production benefits human health and promotes a sustainable environment.