Global sustainable development depends on promoting sustainable consumption. The study aims to examine the effects of environmental concern (EC), willingness to be environmentally friendly (WEF), green brand positioning (GBP), and attitude towards green brands (AGB) on sustainable consumption behavior (SCB) in Pakistan. Design/methodology/approach: The study used a survey method to collect data from the industries of green apparel brands. PLS-SEM was used for data analysis. Also, 90 valid responses were gathered for this study using convenience sampling. Findings: The study's findings showed that AGB and EC have a significant positive effect on SCB, whereas GBP and WEF have an insignificant positive effect on SCB.Research limitations/implications: The study emphasizes sustainable consumer behavior among green apparel brands. The research results can be used to create a sustainable framework by researchers, policymakers, scientists, managers, business experts, and brand managers. Originality/value: The study shows that promoting eco-friendly consumption and environmental awareness can help green apparel brands achieve environmental sustainability. The study's findings also contribute to the literature by providing new perspectives on how customers perceive the cost of sustainable products and their accessibility to SCB in emerging economies like Pakistan.