The Impact of Environmental Awareness on Green Consumption Behavior: The Mediating Role of Environmental Citizenship
Abstract
This research aims to investigate the impact of environmental awareness on green consumption behavior, alongside the mediating role of environmental citizenship. The study was quantitative and included both descriptive and deductive methods of analysis. A questionnaire was distributed online using Google Forms, and collected 384 samples of consumers in the province of Dhi Qar. The data were analyzed using structural equation modeling (PLS 4) to analyze the impacts between the basic variables, in addition to using SPSS to analyze the demographic variables of the participants. Cronbach's alpha and composite reliability were used to evaluate the study's reliability, while the Fornell-Larcker criterion and heterotrait-monotrait ratio (HTMT) were used to evaluate the study's validity, being in all cases satisfactory. The results revealed a significant positive effect of environmental awareness on green consumption behavior, and confirming the mediating role of environmental citizenship in promoting this behavior. The study recommends enhancing environmental awareness programs to increase awareness among consumers about the importance of adopting green consumer practices. The study also recommends intensifying future research to include broader geographic areas and diverse population segments to verify the generality of the results and generalize the benefits derived.
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