Environmental Concerns and Repurchase Intention: Moderated Mediated of Green Brand Image and Sustainable Business Practices

This study investigates the determinants of repurchase intention among consumers in the Fast Moving Consumer Goods (FMCG) sector in Nigeria, drawing on the Theory of Planned Behavior (TPB) as a theoretical framework. The research examines the influence of environmental concerns, brand image, and perceived value on consumers' intentions to repurchase environmentally friendly products. Data were collected from 384 FMCG consumers at the Ado Bayero shopping mall in Kano state, Nigeria, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived environmental friendliness of products, awareness of environmental issues, and green brand image positively influence repurchase intention, highlighting the importance of environmental considerations in consumer decision-making processes. Additionally, perceived product quality and perceived value mediate the relationships between environmental concerns and repurchase intention, underscoring the significance of delivering high-quality, value-added products to environmentally conscious consumers. The findings suggest that businesses in the FMCG sector can enhance their competitiveness and drive consumer loyalty by prioritizing sustainability, enhancing brand image, and emphasizing perceived value. These insights contribute to our understanding of sustainability-driven consumer behavior and provide practical implications for promoting sustainable consumption in the FMCG sector in Nigeria and beyond.