Relationship between Self-Transcendence Value and Ethical Purchase Intention: The Role of Moral Obligation and Perceived Behavioural Control

Wei Li and Norris Syed Abdullah
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Wei Li: Wei Li, Norris Syed Abdullah
Norris Syed Abdullah: Faculty of Management, Universiti Teknologi Malaysia, Johor, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 8, 6160-6172

Abstract: The expansion of the global economy has improved living standards but has also brought significant ecological and social challenges, highlighting a notable gap between consumer ethical concerns and actual purchasing behaviours. Although awareness of ethical issues has increased, traditional factors such as price and quality still largely dominate consumer decisions, limiting the translation of ethical awareness into ethical purchase intention (EPI). Given this

Date: 2025
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