Asghar, Bushra, et al. “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, vol. 5, no. 8, Aug. 2026, pp. 329-50, doi:10.63544/jbii.v5i8.170.