Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation

Jessica Müller, Ángel Acevedo-Duque, Sheyla Müller, Prateek Kalia and Khalid Mehmood
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Jessica Müller: Faculty of Commerce and Administration, Universidad Autónoma de Tamaulipas, Matamoros SN, Zona Centro Ciudad Victoria, Tamaulipas, C.P. 87000, Mexico
Ángel Acevedo-Duque: Faculty of Business and Administration, Universidad Autónoma de Chile, Santiago 7500912, Chile
Sheyla Müller: Public Policy Observatory, Universidad Autónoma de Chile, Santiago 7500912, Chile
Khalid Mehmood: School of Economics and Management, Tongji University, Shanghai 200092, China

Sustainability, 2021, vol. 13, issue 8, 1-16

Abstract: Recent studies have highlighted the importance of research on consumers’ green behavior in emerging markets. This study aims to determine the variables of the theory of planned behavior (TPB) that influence green purchasing intentions in Mexico. Into the model, we incorporated ecological conscience, moral obligation, and willingness to pay as additional variables. A sample of 300 consumers was obtained through an online survey and data were analyzed statistically using partial least squares structural equation modeling (PLS-SEM). The results revealed that perceived purchase control, ecological conscience, and moral obligation directly influence purchase intention. The study contributes to the current literature by strengthening the existing knowledge about the factors that influence the purchasing behavior of green products in emerging countries.

Keywords: theory of planned behavior; willingness to pay; ecological conscience; moral obligation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:8:p:4248-:d:534188

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