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Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity

2023-04-10Journal article Open access
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dc.contributor.authorKumar, Rakesh
dc.contributor.authorKumar, Kishore
dc.contributor.authorSingh, Rubee
dc.contributor.authorSá, José Carlos
dc.contributor.authorCarvalho, Sandro
dc.contributor.authorSantos, Gilberto
dc.date.accessioned2024-01-29T11:35:10Z
dc.date.available2024-01-29T11:35:10Z
dc.date.issued2023-04-10
dc.description.abstractDue 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doihttps:// doi.org/10.3390/su15086426pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.22/24765
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relation.publisherversionhttps://www.mdpi.com/2071-1050/15/8/6426pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectethical obligationpt_PT
dc.subjectgreen self-identitypt_PT
dc.subjecttheory of planned behaviorpt_PT
dc.subjectgreen purchase behaviorpt_PT
dc.subjectgreen productspt_PT
dc.subjectenvironment-friendly productspt_PT
dc.titleModeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identitypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.titleSustainabilitypt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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