Emel YarimogluGul BinbogaYarimoglu, EmelBinboga, Gul2025-10-0620190964-47331099-083610.1002/bse.22702-s2.0-85058947206http://dx.doi.org/10.1002/bse.2270https://gcris.yasar.edu.tr/handle/123456789/6668https://doi.org/10.1002/bse.2270For past few decades consumers have lately started to adapt sustainable consumption in emerging countries. The increasing importance of sustainable consumption led the researchers to analyze green purchase and ecological behaviors. The aim of this study was to examine the antecedents of ecologically conscious consumer behavior model and show the relationships among ecologically conscious consumer behavior green purchase conspicuous behavior and green purchase intention based on the theory of planned behavior in an emerging country. Data were collected from 650 consumers in Turkey one of the emerging countries by using face-to-face survey technique and analyzed by factor analyses and structural equation modelling. In findings environmental concern altruism and perceived consumer effectiveness were found as the antecedents of the model and there were significant effects of ecologically conscious consumer behaviors on green purchase conspicuous behaviors and green purchase intentions.Englishinfo:eu-repo/semantics/closedAccessenvironmental sustainability, green marketing, green purchase conspicuous behavior, green purchase intention, sustainable development, theory of planned behaviorGREEN PURCHASE BEHAVIOR, ENVIRONMENTAL ATTITUDES, VARIABLES, INTENTION, PROFILESustainable DevelopmentTheory of Planned BehaviorEnvironmental SustainabilityGreen Purchase Conspicuous BehaviorGreen MarketingGreen Purchase IntentionArticle