{"id":"https://openalex.org/W7225754058","doi":"https://doi.org/10.59953/paperasia.v42i5b.1426","title":"From sustainable consumption to green purchasing: The mediating effect of green brand value and the moderating effect of green customer citizenship","display_name":"From sustainable consumption to green purchasing: The mediating effect of green brand value and the moderating effect of green customer citizenship","publication_year":2026,"publication_date":"2026-11-10","ids":{"openalex":"https://openalex.org/W7225754058","doi":"https://doi.org/10.59953/paperasia.v42i5b.1426"},"language":"en","primary_location":{"id":"doi:10.59953/paperasia.v42i5b.1426","doi":"https://doi.org/10.59953/paperasia.v42i5b.1426","is_oa":true,"landing_page_url":"https://doi.org/10.59953/paperasia.v42i5b.1426","pdf_url":null,"source":{"id":"https://openalex.org/S4387292709","display_name":"PaperAsia","issn_l":"0218-4540","issn":["0218-4540"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PaperASIA","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.59953/paperasia.v42i5b.1426","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5018565560","display_name":"C\u00fcneyd \u0130kbal SARIO\u011eLU","orcid":"https://orcid.org/0000-0002-1610-8775","observed_orcids":["https://orcid.org/0000-0002-1610-8775"]},"institutions":[{"id":"https://openalex.org/I51826884","display_name":"Kocaeli \u00dcniversitesi","ror":"https://ror.org/0411seq30","country_code":"TR","type":"education","lineage":["https://openalex.org/I51826884"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"C\u00fcneyd \u0130kbal Sar\u0131o\u011flu","raw_affiliation_strings":["Hereke \u00d6mer \u0130smet Uzunyol Vocational School, Kocaeli University, 41800 K\u00f6rfez, Kocaeli, T\u00fcrkiye"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Hereke \u00d6mer \u0130smet Uzunyol Vocational School, Kocaeli University, 41800 K\u00f6rfez, Kocaeli, T\u00fcrkiye","institution_ids":["https://openalex.org/I51826884"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5068831717","display_name":"R\u0131dvan Karacan","orcid":"https://orcid.org/0000-0002-4148-0069","observed_orcids":["https://orcid.org/0000-0002-4148-0069"]},"institutions":[{"id":"https://openalex.org/I51826884","display_name":"Kocaeli \u00dcniversitesi","ror":"https://ror.org/0411seq30","country_code":"TR","type":"education","lineage":["https://openalex.org/I51826884"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"R\u0131dvan Karacan","raw_affiliation_strings":["Hereke \u00d6mer \u0130smet Uzunyol Vocational School, Kocaeli University, 41800 K\u00f6rfez, Kocaeli, T\u00fcrkiye"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Hereke \u00d6mer \u0130smet Uzunyol Vocational School, Kocaeli University, 41800 K\u00f6rfez, Kocaeli, T\u00fcrkiye","institution_ids":["https://openalex.org/I51826884"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I51826884"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"42","issue":"5b","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10539","display_name":"Sustainable Supply Chain Management","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[],"concepts":[{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.6819999814033508},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6348999738693237},{"id":"https://openalex.org/C59345209","wikidata":"https://www.wikidata.org/wiki/Q384793","display_name":"Green marketing","level":2,"score":0.6233999729156494},{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.6176000237464905},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6011999845504761},{"id":"https://openalex.org/C2776822698","wikidata":"https://www.wikidata.org/wiki/Q23580735","display_name":"Green consumption","level":3,"score":0.5717999935150146},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.529699981212616},{"id":"https://openalex.org/C2776770324","wikidata":"https://www.wikidata.org/wiki/Q477335","display_name":"Sustainable consumption","level":3,"score":0.5138000249862671},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4975000023841858},{"id":"https://openalex.org/C126583095","wikidata":"https://www.wikidata.org/wiki/Q1548752","display_name":"Organizational citizenship behavior","level":3,"score":0.4074999988079071},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4047999978065491},{"id":"https://openalex.org/C2780781376","wikidata":"https://www.wikidata.org/wiki/Q42138","display_name":"Citizenship","level":3,"score":0.36079999804496765},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.34529998898506165},{"id":"https://openalex.org/C2776892586","wikidata":"https://www.wikidata.org/wiki/Q4956571","display_name":"Brand engagement","level":3,"score":0.3418999910354614},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.32499998807907104},{"id":"https://openalex.org/C178008962","wikidata":"https://www.wikidata.org/wiki/Q295382","display_name":"Sustainable business","level":3,"score":0.31790000200271606},{"id":"https://openalex.org/C43214815","wikidata":"https://www.wikidata.org/wiki/Q7310987","display_name":"Reliability (semiconductor)","level":3,"score":0.31679999828338623},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.30140000581741333},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.29190000891685486},{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.2727000117301941},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.27160000801086426},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.2630000114440918},{"id":"https://openalex.org/C141261163","wikidata":"https://www.wikidata.org/wiki/Q218600","display_name":"Corporate social responsibility","level":2,"score":0.2581999897956848}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.59953/paperasia.v42i5b.1426","doi":"https://doi.org/10.59953/paperasia.v42i5b.1426","is_oa":true,"landing_page_url":"https://doi.org/10.59953/paperasia.v42i5b.1426","pdf_url":null,"source":{"id":"https://openalex.org/S4387292709","display_name":"PaperAsia","issn_l":"0218-4540","issn":["0218-4540"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PaperASIA","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.59953/paperasia.v42i5b.1426","doi":"https://doi.org/10.59953/paperasia.v42i5b.1426","is_oa":true,"landing_page_url":"https://doi.org/10.59953/paperasia.v42i5b.1426","pdf_url":null,"source":{"id":"https://openalex.org/S4387292709","display_name":"PaperAsia","issn_l":"0218-4540","issn":["0218-4540"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PaperASIA","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":[],"abstract_inverted_index":{"In":[0],"today's":[1],"marketing":[2],"ecosystem,":[3],"environmental":[4,23,40,108],"sustainability":[5,41,109],"practices":[6,42],"play":[7],"a":[8,14,74],"critical":[9],"role":[10,51,59],"in":[11,70],"brands":[12],"gaining":[13],"competitive":[15],"advantage,":[16],"yet":[17],"an":[18,80],"\"attitude-behavior":[19],"gap\"":[20],"persists":[21],"where":[22],"awareness":[24],"does":[25],"not":[26],"always":[27],"translate":[28],"into":[29,202],"green":[30,44,53,61,116,122,127,132,144,158,217],"purchases.":[31],"This":[32],"paper":[33],"aims":[34],"to":[35,215],"explore":[36],"the":[37,49,57,87,95,101,139,148,169,189,193],"effect":[38,164],"of":[39,52,60,86,100,174,192],"on":[43],"product":[45,117,133],"purchasing":[46,118,134,154],"behavior":[47,119,135,155],"with":[48],"regulatory":[50],"customer":[54,159,218],"citizenship":[55,160,175,219],"and":[56,92,98,113,121,153,184,207,221],"mediating":[58],"brand":[62,123,128,145,224],"value.":[63],"Data":[64],"were":[65,186],"collected":[66],"from":[67],"1236":[68],"participants":[69],"Kocaeli,":[71],"Turkey,":[72],"using":[73],"non-probability":[75],"convenience":[76],"sampling":[77],"method":[78],"via":[79],"online":[81],"survey.":[82],"The":[83,103],"reliability":[84,97],"coefficients":[85],"scales":[88],"ranged":[89],"between":[90,150],"0.72":[91],"0.90,":[93],"supporting":[94],"structural":[96,104],"validity":[99],"research.":[102],"findings":[105],"confirm":[106],"that":[107,143,198],"consumption":[110,152,200],"behaviors":[111],"positively":[112],"significantly":[114,167],"affect":[115],"(H1)":[120],"value":[124,129,146],"(H2),":[125],"while":[126,157],"directly":[130],"promotes":[131],"(H3).":[136],"Crucially,":[137],"testing":[138],"theoretical":[140],"model":[141],"reveals":[142],"mediates":[147],"relationship":[149,170],"sustainable":[151,199],"(H4),":[156],"moderates":[161],"this":[162],"indirect":[163],"(H5)":[165],"by":[166],"strengthening":[168],"at":[171],"higher":[172],"levels":[173],"awareness.":[176],"Demographic":[177],"factors":[178],"including":[179],"age,":[180],"marital":[181],"status,":[182],"education,":[183],"gender":[185],"included":[187],"as":[188],"control":[190],"variables":[191],"analysis.":[194],"These":[195],"results":[196],"demonstrate":[197],"translates":[201],"actual":[203],"sales":[204],"through":[205],"cognitive":[206],"emotional":[208],"mechanisms,":[209],"offering":[210],"retail":[211],"managers":[212],"actionable":[213],"guidance":[214],"foster":[216],"programs":[220],"build":[222],"transparent":[223],"equity.":[225]},"counts_by_year":[],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2026-11-11T00:00:00"}