Shaping green consumer behavior through environmental awareness: Comparative insights from Saudi Arabia and Pakistan

Environmental awareness and consumer behavior have been increasingly shaped by societal shifts towards sustainability, manifesting in the rise of green consumerism worldwide. This research focused on green consumer behavior in Kingdom of Saudi Arabia and Pakistan while comparing their economic, cultural, and environmental elements. Based on the learning theory of consumer behaviour, the study explored the role of environmental awareness and knowledge and their impact on green purchase intentions and consumer behavior in relation to the SDGs. A stratified random sample of 500 respondents was collected from each country. Structural Equation Modelling was employed to test relationships and mediation analysis which led to the confirmation of hypotheses. Further, the mediated moderation analysis showed that perceived value for green products strengthen the relationship between purchase intentions for green products and overall green consumer behavior. The study’s findings highlighted the role of environmental education and policy intervention in promoting sustainable consumption, tailored to unique socio-economic and environmental contexts of each region.