Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity Subject The topic of the resource environment-friendly products; ethical obligation; green products; green purchase behavior; green self-identity; theory of planned behavior Description An account of the resource 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. Creator An entity primarily responsible for making the resource Kumar R.; Kumar K.; Singh R.; SJ.C.; Carvalho S.; Santos G. Source A related resource from which the described resource is derived Sustainability (Switzerland), Vol-15, No. 8 Publisher An entity responsible for making the resource available MDPI Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.3390/su15086426" target="_blank" rel="noreferrer noopener">https://doi.org/10.3390/su15086426</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85156179635&amp;doi=10.3390%2Fsu15086426&amp;partnerID=40&amp;md5=3aafb4801cdc41034f735a4b9a9b4d4e" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85156179635&amp;doi=10.3390%2fsu15086426&amp;partnerID=40&amp;md5=3aafb4801cdc41034f735a4b9a9b4d4e</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Relation A related resource ISSN: 20711050 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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