["Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, Volume 43, Issue 3, September 2026. ", "\nABSTRACT\nDrawing on Consumer Wisdom Theory, this study examines how green advertising is associated with consumer wisdom and green brand equity across culturally distinct markets. Consumer wisdom is conceptualized as a multidimensional cognitive construct through which sustainability messages are interpreted and translated into reflective, ethical and value‐based consumer judgments. Using survey data from 1006 Pakistani and 992 Chinese consumers, the study models green advertising as an antecedent of consumer wisdom, which is positively associated with green brand equity. To examine boundary conditions, two moderated mediation models were tested to assess the distinct moderating roles of price consciousness and social pressure. PLS‐SEM results show that green advertising is positively related to the six dimensions of consumer wisdom, which in turn enhance green brand equity. However, price consciousness and social pressure dampen this indirect effect in both countries, though the strength of these dampening effects varies across national contexts. These findings demonstrate the applicability of Consumer Wisdom Theory in sustainable marketing contexts and show how national economic development levels and cultural orientations shape consumer responses to green advertising.\n"]