Enterprise Social Responsibility, Customer Concern and Green Consumption Behavior: An Empirical Study on Electric Vehicle Industry in Pakistan

This study investigates the effects of Green Awareness (GA), Brand Heritage (BH), and Corporate Social Responsibility (CSR) on Green Consumption Behavior (GCB) in Pakistan's electric vehicle industry, with Customer Concern (CC) as a mediator.The findings reveal that CSR and BH significantly impact GCB, while GA does not.CSR's influence on GCB is robust and positively mediated by CC, indicating that CSR initiatives are more effective when addressing consumer concerns.In contrast, GA alone does not drive significant changes in GCB.The study highlights the importance of actionable CSR and brand heritage in fostering sustainable consumer behavior.