The effect of retailer CSR and consumer environmental responsibility on green consumption behaviors: mediation of environmental concern and customer trust

Abstract

PurposeGrowing environmental issues worldwide need the engagement of all stakeholders to compliance with the decisions of global leaders made at COP21 and COP26. In this regard, the present study looks at the influence of retailer social responsibility and consumer environmental responsibility by reinforcing consumer’s green consumption behaviors. Similarly, the proposed study incorporates the mediating role of customer trust and environmental concern to understand whether retailer corporate social responsibility and consumer environmental responsibility strengthen green consumption behavior.Design/methodology/approachMultiple hypotheses have been developed in light of the theoretical analysis of the available literature. The information was gathered through a survey method. A web-based portal was used to administer the survey, and 340 useable responses were processed by SPSS 23.0 and AMOS 23.0 for experiential analysis. First, the validity and reliability were evaluated. The authors then tested potential relationships using structural equation modeling.FindingsSurvey data analyzed using the SEM approach reveal that consumer environmental responsibility and retailer CSR does not drive green consumption behavior directly. However, green concern and consumer trust mediates the relation of consumer environmental responsibility and retailer CSR towards green consumption behavior. Another mediating path was also tested through environmental responsibility and green concern among retailer's CSR and green consumption behavior. The outcomes of this path are also significant.Practical implicationsThe study holds promising implications for green consumption behaviors. The following can be achieved by implementing more sustainable supply chain strategies, such as lowering carbon footprint, purchasing eco-friendly goods and supporting environmental causes through retailers and consumers as well.Originality/valueThis study investigated the joint contribution of retailer CSR and environmental responsibility to green consumption for the first time. The work strengthens the body of knowledge in the field of managerial decision-making and creates new directions for scholarly investigation.

Health-driven mechanism of organic food consumption: A structural equation modelling approach

“…From the consumer perspectives, the first significant change is the food supply and demand requirement. That is mainly because the global food system is the “main contributor” to greenhouse gas emissions, responsible for 23–42% of the total emissions [ 6 , 7 ]. Over the past 30 years, greenhouse gas emissions from global agriculture and food production have increased by 17% [ 8 ].…”