Shifting to green purchases can foster environmental sustainability: an examination of green advocacy and environmental consciousness

Purpose Organizations are shifting their focus to produce green products to overcome climate impacts and contribute their part in environmental sustainability, but acceptance of the green shift remains challenging. Consumer green behavior and urging organizations to adopt green practices are a spotlight topic in both theory and practice as a strong response to the rising threat of environmental crises and a facilitator of the circular economy. Therefore, this study examines the green shift phenomenon, its role in the circular economy, customer acceptance and its role in organizational transformation. Design/methodology/approach The study employed purposive sampling to collect customer data through questionnaires distributed to participants via online platforms. The data were analyzed using AMOS, Smart-PLS and Process Macro. Findings The findings revealed that green self-efficacy has a significant indirect association with green social media marketing activities and consumers’ green buying behaviors as well as a significant influence of green advocacy and environmental consciousness. Originality/value The study makes a significant contribution to pro-environmental behavior, responding to a timely call to shift consumer focus toward green products as a response to the environmental crisis, a strategy to reduce waste and a crucial step toward advancing the circular economy.