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

Author

Listed:
  • Rakesh Kumar

    (School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Prayagraj 211004, India)

  • Kishore Kumar

    (School of Business and Management, Christ (Deemed to be University) NCR Campus, Ghaziabad 201003, India)

  • Rubee Singh

    (Institute of Business Management, GLA University, Mathura 281406, India)

  • José Carlos Sá

    (School of Engineering (ISEP), Polytechnic of Porto, Rua Dr. António Bernardino de Almeida 431, 4200-072 Porto, Portugal)

  • Sandro Carvalho

    (Technological School, 2Ai—Applied Artificial Intelligence Laboratory Polytechnic Institute of Cavado and Ave, 4750-810 Barcelos, Portugal)

  • Gilberto Santos

    (Design School, Polytechnic Institute Cavado Ave, Campus do IPCA, 4750-810 Barcelos, Portugal)

Abstract

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.

Suggested Citation

  • Rakesh Kumar & Kishore Kumar & Rubee Singh & José Carlos Sá & Sandro Carvalho & Gilberto Santos, 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6426-:d:1119861
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    2. Lyudmila S. Malyukova & Nikita V. Martyushev & Valeriya Valerievna Tynchenko & Viktor V. Kondratiev & Vladimir V. Bukhtoyarov & Vladimir Yu. Konyukhov & Kirill Aleksandrovich Bashmur & Tatyana Aleksan, 2023. "Circular Mining Wastes Management for Sustainable Production of Camellia sinensis (L.) O. Kuntze," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    3. Ali Saleh Alshebami & Mossab Saud Alholiby & Ibrahim A. Elshaer & Abu Elnasr E. Sobaih & Salem Handhal Al Marri, 2023. "Examining the Relationship between Green Mindfulness, Spiritual Intelligence, and Environmental Self Identity: Unveiling the Path to Green Entrepreneurial Intention," Administrative Sciences, MDPI, vol. 13(10), pages 1-17, October.
    4. Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.
    5. Viktorija Grigaliūnaitė & Aušra Pažėraitė & Mantautas Račkauskas, 2023. "Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income," Sustainability, MDPI, vol. 15(15), pages 1-17, July.

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