This study investigates the factors influencing conscious green purchasing behavior (GPB) and the impact of the COVID-19 pandemic on this behavior. Using the S-O-R model, the research examines the mediating roles of altruistic and egoistic motivations and the moderating effect of COVID-19. The study collected data from 884 consumers in Saudi Arabia and employed structural equation modeling to analyze the results. Key findings include: 1. **Media and Peer Influence**: Both media exposure and peer influence significantly activate altruistic and egoistic motivations, with peer influence being more influential than media exposure. 2. **Family Influence**: Family influence was found to be insignificant in activating altruistic and egoistic motivations. 3. **Mediating Roles**: Altruistic and egoistic motivations significantly mediate the relationships between media exposure and peer influence with unconditional GPB, and between conditional GPB and both media exposure and peer influence. 4. **Moderating Effect of COVID-19**: The COVID-19 pandemic significantly moderates the relationships between altruistic and egoistic motivations, unconditional GPB, and conditional GPB. The study provides valuable insights for marketers and policymakers, highlighting the importance of understanding and addressing the role of social influences and the impact of the pandemic on consumer behavior in the context of green consumption.This study investigates the factors influencing conscious green purchasing behavior (GPB) and the impact of the COVID-19 pandemic on this behavior. Using the S-O-R model, the research examines the mediating roles of altruistic and egoistic motivations and the moderating effect of COVID-19. The study collected data from 884 consumers in Saudi Arabia and employed structural equation modeling to analyze the results. Key findings include: 1. **Media and Peer Influence**: Both media exposure and peer influence significantly activate altruistic and egoistic motivations, with peer influence being more influential than media exposure. 2. **Family Influence**: Family influence was found to be insignificant in activating altruistic and egoistic motivations. 3. **Mediating Roles**: Altruistic and egoistic motivations significantly mediate the relationships between media exposure and peer influence with unconditional GPB, and between conditional GPB and both media exposure and peer influence. 4. **Moderating Effect of COVID-19**: The COVID-19 pandemic significantly moderates the relationships between altruistic and egoistic motivations, unconditional GPB, and conditional GPB. The study provides valuable insights for marketers and policymakers, highlighting the importance of understanding and addressing the role of social influences and the impact of the pandemic on consumer behavior in the context of green consumption.