This study aims to investigate the structural relationship between consumers’ perception, attitude, perceived-risk, and brand loyalty in the area of greenness and sustainability. With the experimental research design, a structured questionnaire is used to collect data from 450 shoppers through online mode and is analyzed using co-variance-based structural equation modelling. Results show that consumers’ green perception positively & significantly influences brand loyalty and their attitude towards sustainability, which in turn put a significant positive effect on their brand loyalty, where the attitude towards sustainability becomes a significant mediator. Moderating role of consumers’ perceived risk is also revealed. The above facts as the novelty of this study can be strategized by organized retailers to accelerate their shoppers’ loyalty towards their green products/brands. Sustainable development of mankind that is possible primarily through green consumption or use, can obtained by adopting the findings of this study referring the implications of this study.
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