ROLE OF ENVIRONMENTAL INFORMATION IN SUSTAINABILITY PLANNING: EFFECTS ON ECO-CONSCIOUS CONSUMER BEHAVIOR AND CORPORATE INITIATIVES

Abstract

Environmental sustainability has become a central concern for both consumers and organizations in the contemporary marketplace. This study examines the role of environmental information in influencing eco-conscious purchasing behavior and corporate sustainability initiatives. Using primary data collected from 612 respondents, the study investigates how environmental information, green trust, consumer awareness, and eco-conscious purchasing interact to shape corporate sustainability outcomes. Structural Equation Modeling (SEM) was employed using SPSS 26.0 and AMOS 26.0 to test the proposed measurement and structural models. The results indicate that environmental information and green trust have a significant positive impact on corporate sustainability, while corporate sustainability, in turn, enhances consumer awareness and eco-conscious purchasing behavior. The findings further reveal that corporate sustainability acts as a key mechanism linking environmental information to consumer behavior. This study contributes to the existing literature by integrating consumer and corporate perspectives within a unified analytical framework. The results offer practical insights for businesses and policymakers seeking to promote sustainable consumption and strengthen corporate environmental responsibility through transparent and credible environmental information.