Understanding Consumer Environmental Ethics and the Willingness to Use Green Products

Mohammad Nurul Alam, Osarodion Ogiemwonyi, Ibrahim. E. Hago, Noor Azlinna Azizan, Fariza Hashim and Md Sazzad Hossain

SAGE Open, 2023, vol. 13, issue 1, 21582440221149727

Abstract: Environmental ethics and moral obligation are action plan that helps to preserve the environment and has influenced consumption style. The utilization of green products and consumption has helped minimize environmental and health threats, which is considered to sustain the environment. In this study, we examine consumer environmental ethics, environmental attitude, social influence, and moral obligation through the mediation of the willingness to use green products toward green behavior. Using a questionnaire survey method to capture 250 consumers in Abuja, Nigeria and SmartPLS3.0 to assess the model validity. The outcomes of our study show that consumer environmental ethics, environmental attitude, and moral obligation positively influence willingness to use green products, which also influence green behavior. The mediating effect was established and willingness to use green products simultaneously mediates the relationships between consumer environmental ethics, environmental attitude, moral obligation and green behavior. Further, social influence does not predict willingness to use green products, and the mediating link between social influence and green behavior was not supported. The study provides implications based on the empirical findings for theoretical and managerial insight as well as for future research.

Keywords: green behavior; environmental ethics; willingness-to-use; green products; moral obligation; Nigeria (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:1:p:21582440221149727

DOI: 10.1177/21582440221149727

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