Global sustainable development depends on promoting sustainable consumption. This study aimed at inspecting the impact of environmental concern (EC), willingness to be friendly to the environment (WEF), green brand positioning (GBP), and attitude toward green brands (AGB) in Pakistan on sustainable consumption behavior (SCB). Design/methodology/approach: The research data were gathered through the survey method of the industries of green clothes shops. For the purpose of data analysis, PLS-SEM was applied. Secondly, during this research, 90 reliable predictions were also gathered through Comfort Sampling method. Findings: Among all the variables, AGB and EC have positive and significant effect on SCB, whereas GBP and WEF influence consumer behavior insignificantly and positively. Research limitations/implications: A significant aspect of this study is sustainable consumption among green apparel brand consumers. The results of the research can be used to build this sustainable framework among researchers, policymakers, scientists, managers, business experts, and brand managers. Originality/value: The result reveals that if green brands involve eco-conscious consumption and environmental consciousness, they step closer to environmental sustainability. The study's results add to the existing literature through bringing a new dimension on how customers perceive the sustainability costs of SCB products and their affordability in the emerging market of Pakistan.