Grounded in the behavioral reasoning theory, this study aims to determine the impact that green brand awareness (GBA) and perceived green brand credibility (PGBC) have on consumers' choice behavior for green electronics in the context of an emerging country. Furthermore, by focusing on a novel perspective of expected eudaimonic well-being, the mediatory role of expected self-acceptance (ESA) and expected social contribution (ESC) and the moderating role of green altruism were empirically tested. Data were collected surveying 556 consumers from twin cities of Pakistan applying longitudinal research design. The findings indicate the direct and indirect impacts of GBA and PGBC on consumers' choice behavior via ESA and ESC as mediators. Also, the interactive effect of green altruism with ESA and ESC has been found to augment consumers' choice behavior. Moreover, this study encourages organizations to focus on the consumers' perceptions of self-responsiveness and social responsibility to attract them to choose green brands.

中文翻译：

---

消费者的选择行为：预期幸福感与绿色利他主义的交互作用

本研究以行为推理理论为基础，旨在确定在新兴国家的背景下，绿色品牌知名度（GBA）和感知绿色品牌信誉（PGBC）对消费者对绿色电子产品的选择行为的影响。此外，通过关注预期幸福的新视角，对预期自我接纳（ESA）和预期社会贡献（ESC）的中介作用以及绿色利他主义的调节作用进行了实证检验。收集数据，调查来自巴基斯坦双城的 556 名消费者，采用纵向研究设计。研究结果表明 GBA 和 PGBC 通过 ESA 和 ESC 作为中介对消费者选择行为的直接和间接影响。此外，发现绿色利他主义与 ESA 和 ESC 的交互作用可以增强消费者的 选择行为。此外，本研究鼓励组织关注消费者对自我响应和社会责任的看法，以吸引他们选择绿色品牌。