Cosmopolitan orientation, consumer consciousness and green purchase intentions: mediating role of green trust

Based on consumer culture theory and the theory of planned behaviour, our study examines cosmopolitan orientation as an antecedent to consumer awareness of the environment and health. The study examines the impact of consumers' environmental and health consciousness on their green purchase intentions and the mediating effect of green trust on these relationships. A questionnaire was distributed to 276 students in Karachi and Islamabad using the convenient sampling approach. The results were tested using Structural Equation Modelling (SEM). The findings reveal that a cosmopolitan orientation positively impacts consumers' environmental consciousness but not health consciousness. Moreover, consumers' environmental consciousness does not impact green purchase intentions through green trust. However, consumers' health consciousness does positively impact green purchase intentions through green trust. The study contributes to the literature by proposing and testing a model that integrates constructs from two significant trends in the consumer market, namely, consumer cosmopolitanism and green purchase behaviour.