This study investigates the factors influencing consumers' conscious green purchasing behavior (GPB), particularly in the context of the COVID-19 pandemic. Drawing on the S–O–R model, an integrated framework was developed to analyze the impact of media exposure, peer influence, family influence, and the pandemic on GPB. A total of 884 responses were collected from Saudi Arabian consumers, and structural equation modeling was used to analyze the data. The findings indicate that media and peer influence significantly activate altruistic and egoistic motivations, while family influence has a negligible effect. The pandemic positively influenced the formation of conscious GPB, with peers having a greater impact than media. Altruistic and egoistic motivations mediate the relationship between media exposure and peer influence and GPB. The study also found that altruistic and egoistic motivations positively influence both unconditional and conditional GPB. The results suggest that social influence, particularly peer influence, plays a crucial role in shaping conscious GPB. The study provides theoretical and managerial implications for marketers in the green consumption setting.This study investigates the factors influencing consumers' conscious green purchasing behavior (GPB), particularly in the context of the COVID-19 pandemic. Drawing on the S–O–R model, an integrated framework was developed to analyze the impact of media exposure, peer influence, family influence, and the pandemic on GPB. A total of 884 responses were collected from Saudi Arabian consumers, and structural equation modeling was used to analyze the data. The findings indicate that media and peer influence significantly activate altruistic and egoistic motivations, while family influence has a negligible effect. The pandemic positively influenced the formation of conscious GPB, with peers having a greater impact than media. Altruistic and egoistic motivations mediate the relationship between media exposure and peer influence and GPB. The study also found that altruistic and egoistic motivations positively influence both unconditional and conditional GPB. The results suggest that social influence, particularly peer influence, plays a crucial role in shaping conscious GPB. The study provides theoretical and managerial implications for marketers in the green consumption setting.