Asghar, B., Majid, D. M. B., & Akram, A. (2026). From Green Consciousness to Purchase Intention: The Mediating Role of Environmental Attitude and the Moderating Effect of Green Self-Efficacy in Pakistan’s FMCG Sector. Journal of Business Insight and Innovation, 5(8), 329–350. https://doi.org/10.63544/jbii.v5i8.170