| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Artigo 5 - Sustainability_2023 | 954.03 KB | Adobe PDF |
Advisor(s)
Abstract(s)
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
Ajzen’s 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.
Description
Keywords
ethical obligation green self-identity theory of planned behavior green purchase behavior green products environment-friendly products