From Attitude to Action: A Moderated Mediation Model for the Engagement of Green Attitude, Green Impulse Buying, and Consumer Citizenship Behavior

ABSTRACT The escalating concerns surrounding global climate change and environmental degradation, alongside a growing emphasis on societal well‐being, have encouraged consumers to adopt environmentally conscious shopping practices. This study aims to investigate the mechanisms through which pro‐environmental attitudes influence sustainable consumption behaviors by examining the interplay among green attitudes, impulse buying tendency (IBT), and consumer citizenship behavior (CCB). Specifically, the study explores the mediating role of IBT in connecting green attitudes to green buying impulsively and the moderating effects of climate change concerns, social media usage, and hedonic motives. The findings reveal that green attitudes significantly influence IBT and green buying impulsively, with IBT acting as a mediator. Furthermore, climate change concerns, social media usage, and hedonic motives significantly moderate the proposed relationships, transforming sustainable consumption patterns (e.g., green buying impulsively and intention to continue) and CCB. This study contributes to the literature by identifying the psychological and social drivers of green consumption behaviors and their interactions with environmental concerns. It offers actionable insights for policymakers and businesses to develop targeted strategies that encourage pro‐environmental behaviors, fostering a more sustainable and environmentally conscious consumer landscape.