Perceived micro-learning based consumer education and sustainable purchase behavior: The mediating role of perceived consumer effectiveness and the moderating role of environmental concern.

This study examines how perceived exposure to micro learning based consumer education relates to sustainable purchase behavior, drawing on the Stimulus Organism Response model, Social Cognitive Theory, and the Cognitive Theory of Multimedia Learning. Using a cross sectional survey design, data were collected from 1120 consumers across Jordan, Palestine, and Saudi Arabia and analyzed through PLS SEM. Perceived micro-learning and perceived usefulness were both positively associated with perceived consumer effectiveness, which in turn was positively related to sustainable purchase behavior and partially and statistically mediated both relationships. Environmental concern moderated the link between perceived consumer effectiveness and behavior, strengthening it among consumers with higher environmental concern. The model demonstrated strong explanatory and predictive relevance, and this pattern was consistent across the three countries. The main psychological contribution of the study lies in reframing perceived consumer effectiveness not as a peripheral attitude but as the belief centered mechanism through which format sensitive digital education becomes sustainable behavior, with the strength of this pathway conditioned by consumers' underlying environmental concern.