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The global pandemic has reconstructed the phenomenon of generic consumption towards health-conscious consumerism; where the consumer has refashioned their perceptual mechanisms. Socially responsible consumption is composed of the ways consumers think, perceive, feel, and act in a more sustainable and socially desirable way. In the glimpse of the significance attached to sustainable consumption, the main aim of this study is to examine the connection between environmental perception (EP) and green purchase intentions (GPI) with the role of price sensitivity (PS) as a moderator. Structural equation modeling (SEM) investigated the structural bonding between EP and GPI via Amos. The findings indicate that the EP of consumers has a significant positive impact on GPI. Moreover, PS moderates the nexus between EP and GPI. This research is an extension of the theory of planned behavior that served as a guiding tool in understanding the perceptual processes in the human mind regarding the consumption of ecologically safe products. PS as moderator revealed the cognitive responses of consumers towards disparity in prices of sustainable products. First of all, it makes a contribution to the entire literature on environmental marketing and corporate sustainability problems by improving academics' understanding of the distinctive significance of consumers' views of the environment and green purchasing intents. Second, this research looks at the effect of price sensitivity as a moderator of consumer environmental perception and green purchasing intentions. The current study's policy impact is to raise policymakers' understanding of environmentally safe consumption so that they may establish price mechanisms that are compatible with consumers' views of sustainable consumption.

Keywords: Consumer Social Responsibilities, Sustainable Marketing, Consumer Mental Health and Well-Being.