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

Rakesh Kumar, Kishore Kumar, Rubee Singh, José Carlos Sá, Sandro Carvalho and Gilberto Santos ()
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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

Sustainability, 2023, vol. 15, issue 8, 1-16

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.

Keywords: ethical obligation; green self-identity; theory of planned behavior; green purchase behavior; green products; environment-friendly products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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