How does the rise of eco-consciousness shape consumers’ buying intent? Exploring the moderated mediation model of NAM-ELM

Purpose This study employs the norm activation model (NAM) and the elaboration likelihood model (ELM) to investigate the drivers of consumers’ buying intent (BUI) for eco-friendly products (EFP). The primary emphasis is on eco-consciousness, which includes environmental literacy (ENL) and environmental concern (ENC). The research further examines the mediating role of ENC in the relationship between ENL and BUI while also considering the sequential mediation effects involving both ENC and eco-responsible practices (ERP). Additionally, the study explores the moderating influence of attitude (ATT) on the relationship between ENC and ERP and its effect on ERP and BUI. Design/methodology/approach Employing purposive sampling, 412 online survey responses were statistically analysed using partial least squares structural equation modelling (PLS-SEM). Findings The findings of this study demonstrate that ENL exerts a significant and positive influence on ENC, subsequently enhancing BUI. Moreover, there is a positive relationship between ENC and ERP and ERP and BUI. This research further indicates that ENC positively mediates the relationship between ENL and BUI. Additionally, ENC and ERP sequentially and positively mediate the relationships involving ENL and BUI. Furthermore, the results suggest that the strength of the association between ENC and ERP marginally decreases (trivial), and the strength of the relationship between ERP and BUI decreases (small). Originality/value This study advances the existing body of knowledge by integrating NAM and ELM to examine the drivers of consumers’ BUI toward EFP thoroughly. The research offers novel insights into the relationship between ENL and ENC and their effects on ERP and BUI, underscoring the significant role of consumers’ eco-consciousness. The findings have practical implications for businesses and policymakers who seek to formulate strategies that align with consumers’ psychological, cognitive, and behavioural processes in the context of Sustainable Development Goal 12 (SDG12), which can contribute to the global effort to foster more eco-friendly products and a sustainable future.