Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making

Ziyuan Tian, Xixiang Sun, Jianguo Wang (), Weihuan Su and Gen Li
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Ziyuan Tian: School of Management, Wuhan University of Technology, Wuhan 430070, China
Xixiang Sun: School of Management, Wuhan University of Technology, Wuhan 430070, China
Jianguo Wang: School of Management, Wuhan University of Technology, Wuhan 430070, China
Weihuan Su: School of Management, Wuhan University of Technology, Wuhan 430070, China
Gen Li: School of Management, Wuhan University of Technology, Wuhan 430070, China

IJERPH, 2022, vol. 19, issue 18, 1-16

Abstract: Environmental protection issues are closely related to moral factors, but little research has explored the factors affecting green purchase intention from the aspect of morality. Based on a perspective of ethical decision making, this study investigates the impacts of perceived quality and perceived price on moral intensity and moral judgment, through the moderation of products’ green degree, as well as the impacts of moral intensity and moral judgment on green purchase intention. Research data was collected through a questionnaire survey of 368 consumers in China, and analyzed using a hierarchical linear model. The empirical results reveal that moral intensity and moral judgment significantly promoted green purchase intention. Perceived quality and perceived price both positively affected moral intensity and moral judgment. Products’ green degree positively moderated the relationship between perceived price and moral judgment as well as the relationship between perceived quality and moral judgment. This study provides a new insight into promoting green purchase intention, and the findings may also assist marketers in developing future tactics to increase consumers’ green purchase intention.

Keywords: moral intensity; moral judgment; perceived quality; perceived price; products’ green degree; green purchase intention (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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