From Corporate Environmental Strategy to Stakeholder Response: Green Logistics Practices as a Pathway to Sustainable Consumption Behavior

ABSTRACT

This study investigates the pathway through which corporate environmental strategy (CES) influences sustainable consumption behavior (SCB) via green logistics practices (GLPs), brand trust (BT), and environmental reputation (ER). Drawing on stakeholder theory, signaling theory, the theory of planned behavior, and the stimulus‐organism‐response framework, a sequential mediation model is proposed and tested using PLS‐SEM with survey data from 341 consumers. Results confirm that CES positively drives GLPs implementation, which in turn shapes SCB through both BT and ER as differentiated mediating pathways. Sequential mediation from CES through GLPs to SCB is also supported. Consumer environmental awareness positively moderates the BT → SCB and ER → SCB relationships. These findings establish GLPs as a critical organizational bridge between corporate environmental strategy and consumer behavioral response.