Linking environmental consciousness to sustainable consumption through green purchase intention: Evidence from North-East Nigeria

Aim/purpose – This study examines the influence of multidimensional environmental consciousness, including environmental knowledge, environmental concern, perceived consumer effectiveness (PCE), and environmental values, in predicting sustainable purchasing behavior (SPB) and the mediating effect of green purchase intention (GPI) in the fast-moving consumer goods (FMCG) sector.

Design/methodology/approach – The study was theoretically informed by the theory of planned behavior (TPB) and applied the positivist paradigm. A quantitative method and cross-sectional survey strategy were used. A structured questionnaire was used to collect 353 valid responses from educated adult FMCG consumers in urban centers in North-East Nigeria. Partial least squares structural equation modeling (PLS-SEM) was employed for data analysis.

Findings – The results indicate that environmental knowledge, environmental values, and environmental concern significantly predicted GPI. Environmental concern showed no significant direct or indirect effect on SPB, whereas environmental values exerted significant direct and indirect effects. PCE significantly influenced SPB but showed no significant effect on GPI. Furthermore, GPI partially mediated the relationship between environmental values and SPB and fully mediated the effect of environmental knowledge, which had no significant direct effect on SPB.

Research implications/limitations – The study provides contextual evidence on how four dimensions of environmental consciousness are associated with SPB, both directly and indirectly through GPI. However, the findings are derived from educated, urban FMCG consumers in North-East Nigeria, which limits generalizability to the broader regional population. Moreover, although the study was informed by the TPB, some of its original constructs were not measured.

Originality/value/contribution – This research employed four dimensions of environmental consciousness to predict SPB and their mediating pathways through GPI in an underrepresented, high-risk context. The findings inform policymakers, FMCG firms, and advocacy groups in designing interventions to promote sustainable consumption under constraints.