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The purpose of this study is to identify a list of important social sustainable supply chain indicators and determine the cause and effect group from the food sector of an emerging economy of Pakistan. The Decision‐Making Trial and Evaluation Laboratory (DEMATEL) based methodology is introduced to aid the evaluation of these indicators. The results show that the “balance between work and life” is the topmost influential and cause indicator among the cause group indicators. Similarly, a “safe and healthy working environment” is the topmost effect indicator among the effect group indicators. These results will inform managers and policy makers in the food sector, especially from the emerging economies such as Pakistan to formulate strategies that could aid in advancing social sustainability and transitioning towards a truly sustainable supply chain.

PurposeThe study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.Design/methodology/approachThe study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.FindingsThe study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.Originality/valueThe authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.