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This study focuses on fashion retailers’ as the gatekeepers’ role of encouraging eco-friendly consumption culture, that is, consumption of green products. The purpose of this study is to propose and test a green retailing effect model involving different persuasion routes among green private brand (PB), green marketing campaigns, green consciousness and behavior, and to explore the moderating effect of marketing communication involvement (MCI). The research shows that perception of green PBs has positive impact on consumers’ green behavior. Perception of green campaigns has a significant influence on consumers' green consciousness and indirect impact on consumers’ green behavior. The relationship between consumers’ perception of green campaign and green consciousness is stronger in the low MCI group. The model is helpful in understanding the positive impact of fashion retailers’ green retailing activities on green consumption culture. The result also provides strategic guidelines for retailers about their sustainable retail activities.

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