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Unsustainable spending patterns of consumers directly contribute to 30–40% of environmental degradation, mainly in waste. Packaging is a vital part of responding to the main challenges of sustainable food consumption on the global stage. This study aims to investigate how environmental concern and trust in sustainable producers impact the sustainable consumption behaviors of consumers via the mediation of consumer xenocentrism and the moderation of eco-label and country of origin (COO) of buying sustainable packaged foreign food brands.

This study employed a quantitative method. The authors used Smart PLS 3.0 structural equation modeling (SEM) technique for data analysis. Data from the participants were collected through the convenience sampling technique. A total of 343 valid responses were received.

The results indicate that xenocentrism is an emerging behavior among Pakistani consumers. The authors found that a high degree of environmental concern and trust in sustainable producers are the antecedents of consumer xenocentrism, which leads to sustainable consumption behavior.

This research highlights the importance of customers’ xenocentric attitudes that lead to sustainable consumption behavior. The research findings provide vital information for researchers, policymakers, academics, practitioners, industry professionals, brand managers and top management, especially in designing the environmental sustainability framework. Although the findings support theory of planned behavior (TPB), future studies can contrast different theories’ contributions to sustainable consumption behavior improvement. Also future researchers may analyze the impact of culture on the association between sustainable consumption and consumer attitudes toward environmental concerns and trust in sustainable producers.

This research contributes to practice and theory, as consumer xenocentrism is a relatively unexplored area of research in developing countries. To the best of the authors' knowledge, this study is the first to examine consumers’ xenocentric attitudes to sustainable consumption empirically.

The purpose of this study is that researchers have widely explored and associated corporate social responsibility (CSR) with firm success. Measuring the relationship between CSR, service quality, corporate reputation and brand preference by drawing on the stakeholder theory in developing countries remains a substantial research gap.

The data were collected using a survey method. The study was performed on 387 respondents who have undergone treatments in hospitals. The authors analysed the data using the Smart PLS 3.0 structural equation modelling technique.

The survey revealed that service quality and CSR are positively linked with corporate reputation, leading to brand preference in the health-care sector.

The survey was performed in the context of the health-care industry; however, additional studies are necessary to extrapolate the findings to other fields, such as education and food. This research helps guide policymakers, administrators, health-care managers and researchers by highlighting the contribution and role of service quality, CSR and corporate reputation in achieving a hospital’s performance.

This study contributes to the CSR literature by introducing the concept of CSR. To the best of the authors’ knowledge, this study also extends research in the diverse literature by examining the relationship between CSR, service quality, corporate reputation and brand preference by illustrating the stakeholder theory in the context of the health-care sector.

Researchers have widely explored and associated corporate social responsibility with firm success. Measuring the relationship between corporate social responsibility (CSR), service quality, corporate reputation, and brand preference by drawing on the stakeholder theory in healthcare industry and developing countries remains a substantial research gap.

Based on quantitative research and convenience sampling, data for the study were collected from 320 patients who have undergone treatments in 5 different private hospitals in Tehran, Iran. We analyzed the data using the Smart PLS 3.0 structural equation modeling technique.

The survey revealed that service quality and CSR are positively linked with corporate reputation, leading to brand preference in the healthcare sector. In addition, the mediating role of brand reputation in the relationship between corporate social responsibility, service quality and brand preference were confirmed.

The survey was performed in the context of the healthcare industry; however, additional studies are necessary to extrapolate the results to other fields, such as education and food. This research helps guide policymakers, administrators, healthcare managers, and researchers by highlighting the contribution and role of service quality, corporate social responsibility, and corporate reputation in achieving a hospital’s performance.

To the best of the authors’ knowledge, this study also extends research in the diverse literature by examining the relationship between CSR, service quality, corporate reputation, and brand preference by illustrating the stakeholder theory in the context of the healthcare sector.