Energy consumption efficiency is gaining momentum due to climate change, increased carbon emissions by firms, and paucity of fossil fuels. Energy management systems (EMS) and environmental awareness came into the spotlight few decades ago and are said to improve energy efficiency of firms. The purpose of this paper is to unveil the association and serial mediation between EMS and firm performance through pro-environmental energy consumption (PEC) and pro-environmental energy consumption performance (PECP), and the moderating role of environmental awareness (EA). The obtained data from industrial Turkish firms (n = 189) were analyzed using partial least squares structural equation modeling (PLS-SEM) technique. Results revealed that (1) EMS exerts a significant impact on PEC, (2) EMS impact on PECP is not significant, (3) PEC exerts a significant impact on PECP, (4) PECP exerts a significant impact on firm performance, (5) PEC and PECP serially mediated the association between EMS and firm performance, and (6) EA moderated the association between EMS and PECP, such that the association became stronger when EA is high compare to when it is low. Implications for theory and practice are discussed alongside future research directions.