Majid Esmaeilpour

Background: Nowadays, increasing population growth and promoting inappropriate consumption patterns have led to abnormal utilization of land capacities which have resulted in the loss of natural capital, waste generation and increased waste. The solution to this crisis is to pay attention to the concept of sustainable consumption. Sustainable consumption aims to reduce the consumption of resources and energy to achieve less waste generation and more recycling of consumables. Objective: The purpose of this study is to investigate the impact of social responsibility, environmental innovation and clean production on sustainable consumption mediated by environmental awareness. Methodology: This research is applied in terms of purpose and descriptive in terms of data collection and is of survey type and correlative in nature. The statistical population of the study is all consumers of consumer products and services in Bushehr. The sampling method is available sampling and data collection tool is a questionnaire. In order to collect data, 384 questionnaires were distributed among the users in person. The validity of the questionnaire was confirmed by content validity and reliability by Cronbach's alpha coefficient. Data were analyzed using structural equation modeling using Smart pls software. Conclusions: The findings of the study indicate that social responsibility has a positive and significant effect on consumer environmental awareness. Environmental innovation has a positive and significant impact on consumer environmental awareness. Clean production has a significant positive impact on consumer environmental awareness. Consumer environmental awareness also has a significant impact on sustainable consumption. The results of this study indicate the important role of mediating variable of environmental environmental awareness between social responsibility and sustainable consumption. Consumer environmental awareness has a key role to play in environmental innovation wi