A nexus between customer citizenship behavior, green purchasing, and green brand image: insights from Pakistan’s apparel sector

Abstract

The main purpose of this study is to explore how green buying behavior (GBB) influences customer citizenship behavior (CCB) and to check the mediating role of green brand image (GBI) in this link. The data were collected through convenience sampling and analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). This method helped to test the relationships among variables and to measure the mediation effect. The results show that GBB has a positive and strong impact on CCB, and GBI also has significant effect on GBB. The mediation test using VAF indicates that GBI partially mediates this relationship with a value of 61.5%. This means green brand image plays an important connecting role between green buying and customer citizenship behavior. The study gives useful insight for marketers to understand how customers’ green purchase actions can develop stronger brand image and motivate citizenship behavior in garment retail sector. It also guides policymakers to make strategies that support green shopping and increase the use of sustainable products. This research is one of the first to combine green purchasing behavior as an attitude-based factor and green brand image as a cognitive factor to explain four parts of customer citizenship behavior: tolerance, feedback, helping, and advocacy. Future studies can use systematic sampling and longitudinal data to get deeper understanding and more general results.