The Architecture of Intention: A Moderated Mediation Model of Green Self-Identity and Social Influence in Sustainable Consumption

In an era of ecological urgency defined by hazardous air quality enveloping Pakistan, a critical gap persists between green awareness and the will to act. This study illuminates the inner architecture of pro-environmental commitment by proposing and empirically testing a moderated mediation model. Drawing on data from 1,092 consumers in key polluting industrial sectors, our analysis moves beyond simple antecedents to reveal how consciousness is converted into intention. Using PLS-SEM, the findings demonstrate that for the triggers of Consumer Sustainability Consciousness - Sense of Retribution, Access to Information, and Labelling & Peer Pressure to be effective, they must be channeled through the powerful mediating mechanism of Green Self-Identity. It is only when sustainability is integrated into a consumer's self-concept that it becomes a true engine for driving Green Consumption Intention. This entire identity-driven pathway is then significantly amplified by the catalytic force of Social Influence. This research contributes a robust, mechanism-based explanation for the green intention gap, providing actionable insights for closing it by strategically cultivating consumer identity and harnessing the power of social norms.