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Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

Using artificial intelligence technologies in customer service through chatbots is revolutionizing companies’ commercial practices and business models. This study explores the role of customer experience drivers in using chatbot services in customer engagement and customer behavior intention. The mediating role of customer engagement in the relationship between the customer experience drivers of using chatbots and the customer behavior intention was also explored.

For this purpose, a sample of 1,319 Portuguese consumers using chatbots in their online purchases was collected. A quantitative methodology was applied with the partial least squares method.

The results reveal that the customer experience drivers of using the chatbot service directly and positively influence customer engagement but not customer behavior intention. However, there is a positive influence of customer experience drivers on customer behavior intention when mediated by customer engagement.

This study contributes to developing social exchange and resource exchange theories in customer experience. In addition, it allows companies to infer practical implications for obtaining sustainable competitive advantages through implementing chatbot technology.