AbstractDespite there are several contributions on the relationship between various aspects of consumer behavior and environmental awareness, further research is required to analyze consumer behavior in the domain of cigarette butts littering. The aim of this study is to examine the role of feared self and environmental awareness constructs as significant antecedents of consumer behavior, as well as the impact of congruity between feared self and environmental awareness. This study utilizes structural equation modeling (SEM). Specifically, confirmatory factor analysis (CFA) is used to test the construct measures of the structural model and path model analysis to test the hypotheses of the structural model. The hypothesized model was tested using primary data. The main findings are consistent with the hypothesized model and highlight a positive influence of feared self on cigarette butts littering behavior, whereas congruity of feared self and environmental awareness do not have an impact on cigarette butts littering behavior. These results may draw the attention of practitioners, academicians, and policy‐makers for environmentally responsible guidance as well as consumer awareness programs for sustainable development.