Linking Extended Business Responsibility to Sustainable Environmental Awareness: Evidence on the Mediating Role of Environmental Values

ABSTRACT Eco‐conscious businesses are increasingly adopting sustainable materials and improving production efficiency to reduce carbon emissions. These efforts not only minimize waste but also help conserve natural resources. Through extended business responsibility (EBR), firms actively promote sustainable consumption by raising consumer awareness. As awareness grows, purchasing behavior shifts toward environmentally responsible choices, ultimately reducing ecological harm. In contexts where environmental values (EVs) are prominent, social pressure often drives firms toward more sustainable practices. This study addresses a gap in the literature by examining the mediating role of EVs in the relationship between EBR and sustainable environmental awareness (SEA). Based on survey data from 396 participants in Türkiye, partial least squares structural equation modeling (PLS‐SEM) was employed for analysis. The findings reveal that EVs partially mediate the relationship between EBR and SEA, serving as a catalyst that enhances the effect of EBR on sustainability awareness. The results provide valuable insights for a wide range of businesses, including manufacturers and e‐commerce firms. By aligning with the expectations of environmentally conscious consumers, companies can not only strengthen their sustainability agendas but also gain a sustainable competitive advantage. This study contributes to the literature on sustainable business practices by applying PLS‐SEM in the context of an emerging economy and highlighting the critical role of EVs in fostering sustainability awareness.