Influence of pro-environmental behavior (PEB) on environmental sustainability: empirical evidence from health supplements industry

Pro-environmental behavior is increasingly becoming a topic of interest for academia and industry. Simultaneously, there is a growing concern about how this behavior impacts environmental sustainability. Values and lifestyle are psychographic variables that help identify a cohort of the ecologically concerned consumer segment. The study aims to determine the impact of pro-environmental behaviour on environmental sustainability with consumer green values acting as a mediator. This study adopted a quantitative research design utilizing convenience sampling to collect data from 168 university students. Structural equation modelling (SEM) by using SmartPLS software was employed for data analysis. The research model underwent a two-stage assessment: the first stage focused on evaluating the measurement model, while the second stage tested the structural model. The result shows a positive and significant impact of Pro-environmental behaviour on environmental sustainability. Further, we tested the impact of PEB on green consumer behaviour the results show a positive and significant impact of PEB on GC). The study highlights the importance of pro-environmental behavior and green consumer values in promoting environmental sustainability. The findings of the study can help marketers create value for consumers who are health-conscious and at the same time want to consume safe and environmentally friendly products.