Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity
- Title
- Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity
- Creator
- Kumar R.; Kumar K.; Singh R.; SJ.C.; Carvalho S.; Santos G.
- Description
- Due to environmental degradation, using environment-friendly products has become necessary to reduce carbon emissions. However, the consumption of such products is still below expectations because these products are usually costlier than their traditional counterparts. The current study aims to investigate consumer behavior towards environment-friendly products using Ajzens theory of planned behavior as a theoretical model. The study seeks to examine the role of the key determinates of environmentally conscious purchase behavior, such as ethical obligation and green self-identity. A total of 386 responses were collected from consumers living in a few major cities of northern India using purposive sampling. The data were analyzed using structural equation modeling in Amos 22.0. The results demonstrated that attitudes towards environment-friendly products perceived behavioral control and green self-identity as the major determinants of green purchase intentions. In addition, attitude was reported to mediate the effect of ethical obligation on green purchase intentions and green self-identity was found to moderate the effect of attitude on green purchase intentions. Additionally, green self-identity was also reported to moderate the relationship between ethical obligation and attitude. The study adds value to the existing literature by signifying the role of green self-identity and ethical obligation in stimulating consumers green purchase intentions. The findings of the study are also meaningful for marketers and policymakers. 2023 by the authors.
- Source
- Sustainability (Switzerland), Vol-15, No. 8
- Date
- 2023-01-01
- Publisher
- MDPI
- Subject
- environment-friendly products; ethical obligation; green products; green purchase behavior; green self-identity; theory of planned behavior
- Coverage
- Kumar R., School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Prayagraj, 211004, India; Kumar K., School of Business and Management, Christ (Deemed to be University), NCR Campus, Ghaziabad, 201003, India; Singh R., Institute of Business Management, GLA University, Mathura, 281406, India; SJ.C., School of Engineering (ISEP), Polytechnic of Porto, Rua Dr. Antio Bernardino de Almeida 431, Porto, 4200-072, Portugal; Carvalho S., Technological School, 2AiApplied Artificial Intelligence Laboratory Polytechnic Institute of Cavado and Ave, Barcelos, 4750-810, Portugal; Santos G., Design School, Polytechnic Institute Cavado Ave, Campus do IPCA, Barcelos, 4750-810, Portugal
- Rights
- All Open Access; Gold Open Access; Green Open Access
- Relation
- ISSN: 20711050
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Kumar R.; Kumar K.; Singh R.; SJ.C.; Carvalho S.; Santos G., “Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 25, 2025, https://archives.christuniversity.in/items/show/14254.