<![CDATA[Amid accelerating ecological degradation, understanding the psychological drivers behind eco-friendly consumption has become paramount for sustainable market growth. This study aims to investigate the influence of perceived consumer effectiveness and environmental knowledge on purchase intentions for sustainable products, with attitude as a mediator. Utilizing a quantitative cross-sectional survey design, primary data were gathered from 189 purposively sampled consumers and evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The structural model assessment revealed that perceived consumer effectiveness and environmental knowledge are vital antecedents of consumer attitude. Furthermore, the results also reveal the significant role of attitude in determining purchase intentions for sustainable products. Finally, attitude plays a significant role in mediating the influence of perceived consumer effectiveness and environmental knowledge on purchase intentions for sustainable products. The findings of this study provide important implications for marketers in developing marketing strategies for sustainable products.]]>
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