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Aimed at understanding the determinants of conscious green purchasing behavior (GPB), this paper developed a comprehensive framework linking the moderating effect of negative environmental affective reactions (NEAR) to COVID\u201019 based on the S\u2013O\u2013R paradigm. Using randomly selected urban residents from China's Yangtze River Delta and Bohai Rim regions, the empirical study was conducted using 559 valid responses. The results show that media and peers are the major social forces activating altruistic and egoistic motivations, while family influence was not significant. Dual motivations significantly mediated the relationships of unconditional and conditional GPB with media exposure and peer influence. Contrary to expectations, NEAR negatively moderated the formation process of conscious GPB. The findings indicate that the influence of peers on conscious GPB through dual motivations is stronger compared to media. Negative affective reactions to COVID\u201019 were also found to inhibit the impact of peer influence on altruistic and egoistic motivations, as well as the path of altruistic motivation on unconditional GPB. The results of this study have important theoretical and practical implications for enterprise marketing and environmental campaigns, and narrowing the green attitude\u2010behavior gap.<\/jats:p>","DOI":"10.1002\/bse.3245","type":"journal-article","created":{"date-parts":[[2022,9,2]],"date-time":"2022-09-02T07:23:55Z","timestamp":1662103435000},"page":"2229-2244","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":35,"title":["Achieving sustainability: Determinants of conscious green purchasing behavior during the COVID\u201019 pandemic"],"prefix":"10.1002","volume":"32","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4534-2878","authenticated-orcid":false,"given":"Xianchuan","family":"Yang","sequence":"first","affiliation":[{"name":"School of Economics and Management Wuxi Vocational Institute of Commerce  Wuxi Jiangsu China Mainland"},{"name":"School of Economics and Management China University of Mining and Technology  Xuzhou Jiangsu China Mainland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jiayun","family":"Jiang","sequence":"additional","affiliation":[{"name":"School of Digital Commerce Wuxi Vocational Institute of Commerce  Wuxi Jiangsu China Mainland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Shih\u2010Chih","family":"Chen","sequence":"additional","affiliation":[{"name":"Department of Information Management National Kaohsiung University of Science and Technology  Kaohsiung Taiwan"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2022,9,2]]},"reference":[{"key":"e_1_2_10_2_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jcps.2011.11.012"},{"key":"e_1_2_10_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.01.040"},{"key":"e_1_2_10_4_1","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.103.3.411"},{"key":"e_1_2_10_5_1","doi-asserted-by":"publisher","DOI":"10.2307\/2392322"},{"key":"e_1_2_10_6_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2017.10.013"},{"key":"e_1_2_10_7_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10551-010-0640-9"},{"key":"e_1_2_10_8_1","doi-asserted-by":"publisher","DOI":"10.1002\/bse.3130"},{"key":"e_1_2_10_9_1","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2013.853632"},{"key":"e_1_2_10_10_1","doi-asserted-by":"publisher","DOI":"10.3390\/ijerph16245142"},{"key":"e_1_2_10_11_1","doi-asserted-by":"publisher","DOI":"10.1086\/209296"},{"key":"e_1_2_10_12_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhm.2018.06.012"},{"key":"e_1_2_10_13_1","doi-asserted-by":"publisher","DOI":"10.1002\/bse.3092"},{"key":"e_1_2_10_14_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10668-021-01540-8"},{"key":"e_1_2_10_15_1","doi-asserted-by":"publisher","DOI":"10.1177\/0022022107300278"},{"key":"e_1_2_10_16_1","doi-asserted-by":"publisher","DOI":"10.1177\/0013916506297831"},{"key":"e_1_2_10_17_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.01.016"},{"key":"e_1_2_10_18_1","doi-asserted-by":"publisher","DOI":"10.1002\/bse.2821"},{"key":"e_1_2_10_19_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(01)00241-7"},{"key":"e_1_2_10_20_1","doi-asserted-by":"publisher","DOI":"10.1177\/107769909006700428"},{"key":"e_1_2_10_21_1","doi-asserted-by":"publisher","DOI":"10.1002\/mar.21540"},{"key":"e_1_2_10_22_1","doi-asserted-by":"publisher","DOI":"10.1177\/001872675400700202"},{"key":"e_1_2_10_23_1","doi-asserted-by":"publisher","DOI":"10.1177\/002224378101800104"},{"key":"e_1_2_10_24_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.resconrec.2017.06.025"},{"key":"e_1_2_10_25_1","doi-asserted-by":"publisher","DOI":"10.1037\/a0017346"},{"key":"e_1_2_10_26_1","volume-title":"Multivariate data analysis","author":"Hair J. 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