Consumer Ethnocentrism and Green Purchase Intention: The Mediating Role of Pro-Environmental Attitude in Nepal’s Sustainable Consumption

Environmental sustainability interests have grown to the point where researchers now focus more intensely on the elements that influence eco-conscious consumer choices. This study examines how consumer ethnocentrism (CE) drives green purchase intention (GPI) through the mediating role of pro-environmental attitudes (PA). This study uncovers fresh perspectives on how environmentally conscious consumers base their preferences for locally made eco-conscious products on their sustainability attitudes. The research investigated hypotheses through data from 253 Nepalese consumers, collected via purposive sampling in Biratnagar, which were analyzed using structural equation modelling. The results showed that CE directly enhanced PA (β = 0.370, p < 0.001) and GPI (β = 0.218, p < 0.001), whereas PA mediated the CE-GPI relationship (β = 0.140, p < 0.001). Consumer ethnocentrism has a significantly positive effect on pro-environmental attitudes, leading to an increase in green purchase intentions. The findings show that consumer ethnocentrism directly influences green purchase intention through the essential role of pro-environmental attitudes as an interface mechanism. This research serves as a starting point for exploring how ethnocentrism influences green purchasing intentions through environmental awareness and contributes new perspectives to green behavioral research. According to these findings, market strategies that deliver sustainability messages through local identity elements target consumers who express national pride and succeed in effective outreach. Research on sustainable consumption and consumer behavior will expand through detailed assessments of cultural and environmental aspects in future studies.