Eco-Experience Driving Green Behavior: Evidence from PLS-SEM and FsQCA

AbstractPurpose–This research investigates how direct eco-experiences influence green purchase intentions in emerging markets, with green values serving as a mediator and green trust acting as a moderator. It addresses the attitude-behavior gap in sustainable consumption by assessing experiential exposure's impact on pro-environmental purchasing decisions Design/methodology/approach-The research employs two methods and empirical data from 345 structured surveys: Direct/mediated effects are hypothesized by PLS-SEM testing, whereas FsQCA identifies causal configurations for high green buy intentions. A good assessment of causal relationships is provided by this. Finding-PLS-SEM indicates that green experience directly enhances green purchasing, with green values serving as a partial mediator, while green trust does not function as a moderator. FsQCA identifies two pathways to increased intentions that lack trust. (1) High values/ low trust or (2) high experience/ lowered trust. Experience-based strategies, such as trials and immersive branding, exert a more significant influence than trust-building efforts. Research limitations/implications- The study's limited focus on Pakistan restricts its applicability to other emerging economies and fails to explore the mechanisms via which low green trust promotes high purchase intention in FsQCA paths. This limitation underscores the critical significance of dual-method approaches (PLS-SEM and FsQCA) and needs deeper exploration of trust's contradictory role as a barrier in diverse cultural situations. Originality/value-This research offers significant insights by demonstrating the unique impact of direct green experiences on purchase intentions in Pakistan's emerging market, achieved through the innovative integration of the Value-Belief-Norm (VBN) and Stimulus-Organism-Response (SOR) frameworks, alongside a developing dual-method approach (PLS-SEM and FsQCA) Keywords- Green Experience, Green Values, Green Trust, Green Purchase Intentions, PLS-SEM, FsQCA Paper Type- Research Paper