DefinePK

Abstract

The present study focuses on the metamorphosis of consumer behavior in post-pandemic Pakistan, i.e., a shift from compulsive buying behavior towards conscious consumption in the light of corporate social responsibility (CSR) and green marketing (GM) campaigns. Based on the Theory of Planned Behaviour (TPB), the Value-Belief-Norm (VBN) theory and the Stimulus-Organism-Response (S-O-R) model, the study utilised a cross-sectional survey of 812 respondents from six major urban centres. We also find that with the use of PLS-SEM and robust validity checks, CSR credibility and exposure to authentic GM campaigns lead to higher green trust, positive attitudes, and environmental emotions (guilt, pride), which then lead to higher green purchase intentions. Importantly these green intentions were found to decrease compulsive and impulsive buying, illustrating the dual role of CSR and GM in contributing to both sustainability and consumer wellbeing. Mediational analysis supported the significance of cognitive (trust, attitudes) and affective (emotions) paths; moderation analysis showed that campaign authenticity positively moderated outcomes, while price sensitivity negatively moderated outcomes. By combining psychological and marketing insights, this study advances the literature by providing a bridge between sustainability marketing and the management of maladaptive consumer behavior, with valuable implications for businesses, policymakers, and public health practitioners working to encourage responsible consumption in developing economies.