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

Authors

MÜLLER Jessica ACEVEDO-DUQUE Ángel MÜLLER Sheyla KALIA Prateek MEHMOOD Khalid

Year of publication 2021
Type Article in Periodical
Magazine / Source Sustainability
MU Faculty or unit

Faculty of Economics and Administration

Citation
Web https://www.mdpi.com/2071-1050/13/8/4248
Doi http://dx.doi.org/10.3390/su13084248
Keywords theory of planned behavior; willingness to pay; ecological conscience; moral obligation
Attached files
Description 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 behav- ior (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.

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