Green Purchase Intentions in Emerging Markets: A Theory of Planned Behavior Perspective on Consumer Behavior and Brand Dynamics

Purpose —This study investigates the antecedents of green purchase intention within the fast-moving consumer goods (FMCG) sector of Punjab, Pakistan, emphasizing the influence of marketing-related constructs. Guided by the Theory of Planned Behavior (TPB), it explores how green advertising, green brand equity, green consumer behavior, and green marketing communication shape consumers’ intention to purchase environmentally friendly products. The study also assesses the moderating role of social media usage in these relationships. Design/methodology/approach —A cross-sectional quantitative design was adopted using a structured questionnaire based on a five-point Likert scale. Data were collected from 299 purposively selected environmentally aware consumers in Punjab. All constructs were operationalized using validated scales from prior literature. Structural Equation Modeling using Partial Least Squares (PLS-SEM) was employed for data analysis, assessing the direct and moderating relationships among variables. Findings —The results reveal that green advertising, green brand equity, green consumer behavior, and green marketing communication significantly and positively influence green purchase intention. However, the hypothesized moderating role of social media usage was statistically insignificant across all examined relationships. These outcomes affirm the predictive utility of TPB within a green consumerism context in emerging economies. Practical Implications—The findings offer actionable insights for marketing strategists and sustainability policymakers. By understanding which marketing constructs drive eco-friendly purchasing behavior, FMCG firms can craft more effective green marketing campaigns. Additionally, the limited moderating role of social media suggests the need for more targeted digital engagement strategies in Pakistan's socio-digital landscape. Originality/Value—This study contributes to the green marketing literature by integrating multiple antecedents of green purchase intention within a single TPB-based framework. It provides empirical evidence from a developing country context and critically examines the underexplored moderating role of social media usage in sustainable consumer behavior.