Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity
Abstract
:1. Introduction
2. Theoretical Framework and Hypotheses
2.1. Ethical Obligation (EO)
2.2. Green Self-Identity (GSI)
3. Materials and Methods
4. Results
4.1. Reliability
4.2. Convergent Validity
4.3. Discriminant Validity
4.4. Structural Model
4.5. Mediation Analysis
5. Discussion
6. Implications
7. Conclusions, Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
- Pratiwi, I.A.; Prasetyo, E.; Ardiansyah, H.D. Greenhouse Gas (GHG) Emission Reduction Model in Surabaya. Ecol. Environ. Conserv. 2020, 26, 1342–1347. [Google Scholar]
- Kumar, R.; Tripathi, V. Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach. Glob. Bus. Rev. 2022, 23, 440–459. [Google Scholar] [CrossRef]
- IPCC. Summary for Policymakers; Cambridge University Press: Cambridge, UK; New York, NY, USA, 2022; pp. 3–24. [Google Scholar] [CrossRef]
- The Guardian. Global Carbon Dioxide Levels Continued to Rise Despite Pandemic. 2021. Available online: https://www.theguardian.com/environment/2021/jun/08/carbon-dioxide-levels-pandemic-emissions (accessed on 23 November 2022).
- Kumar, K.; Sharma, H.; Khan, W.; Kumar, R. Factors influencing adoption of green banking practices: Evidence from com-mercial banks in India. J. Asia Entrep. Sustain. 2022, 18, 41–57. [Google Scholar]
- Potapova, E.V.; Sokolova, O.E.; Barkhatova, O.A. Green areas as an element of sustainable development in urban settlements. IOP Conf. Ser. Earth Environ. Sci. 2019, 395, 012023. [Google Scholar] [CrossRef] [Green Version]
- Leonidou, C.N.; Leonidou, L. Research into environmental marketing/management: A bibliographic analysis. Eur. J. Mark. 2011, 45, 68–103. [Google Scholar] [CrossRef] [Green Version]
- Taoketao, E.; Feng, T.; Song, Y.; Nie, Y. Does sustainability marketing strategy achieve payback profits? A signaling theory perspective. Corp. Soc. Responsib. Environ. Manag. 2018, 25, 1039–1049. [Google Scholar] [CrossRef]
- Tebini, H.; M’Zali, B.; Lang, P.; Perez-Gladish, B. The Economic Impact of Environmentally Responsible Practices. Corp. Soc. Responsib. Environ. Manag. 2016, 23, 333–344. [Google Scholar] [CrossRef]
- Ayala-Ponce, N.; Vilchis-Vidal, A.; Picard-Ami, M.L. Corporate environmental responsibility and competitiveness: The maquiladora industry of the Mexican northern borderlands. Bus. Strat. Dev. 2018, 1, 169–179. [Google Scholar] [CrossRef]
- Qomariah, A.; Prabawani, B. The Effects of Environmental Knowledge, Environmental Concern, and Green Brand Image on Green Purchase Intention with Perceived Product Price and Quality as the Moderating Variable. IOP Conf. Ser. Earth Environ. Sci. 2020, 448, 012115. [Google Scholar] [CrossRef]
- Emekci, S. Green consumption behaviours of consumers within the scope of TPB. J. Consum. Mark. 2019, 36, 410–417. [Google Scholar] [CrossRef]
- Ajzen, I. The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 1991, 50, 179–211. [Google Scholar] [CrossRef]
- Kumar, R.; Kaushal, S.K.; Kumar, K. Does source credibility matter in promoting sustainable consumption? Developing an integrated model. Soc. Responsib. J. 2022. [Google Scholar] [CrossRef]
- Paul, J.; Modi, A.; Patel, J. Predicting green product consumption using theory of planned behavior and reasoned action. J. Retail. Consum. Serv. 2016, 29, 123–134. [Google Scholar] [CrossRef]
- Tan, C.-S.; Ooi, H.-Y.; Goh, Y.-N. A moral extension of the theory of planned behavior to predict consumers’ purchase intention for energy-efficient household appliances in Malaysia. Energy Policy 2017, 107, 459–471. [Google Scholar] [CrossRef]
- Han, H.; Hsu, L.-T.; Sheu, C. Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tour. Manag. 2010, 31, 325–334. [Google Scholar] [CrossRef]
- Chaudhary, R.; Bisai, S. Factors influencing green purchase behavior of millennials in India. Manag. Environ. Qual. Int. J. 2018, 29, 798–812. [Google Scholar] [CrossRef] [Green Version]
- Chen, S.-C.; Hung, C.-W. Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior. Technol. Forecast. Soc. Change 2016, 112, 155–163. [Google Scholar] [CrossRef]
- Nguyen, T.N.; Lobo, A.; Greenland, S. The influence of cultural values on green purchase behaviour. Mark. Intell. Plan. 2017, 35, 377–396. [Google Scholar] [CrossRef]
- Witek, L.; Kuźniar, W. Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market. Sustainability 2020, 13, 209. [Google Scholar] [CrossRef]
- Akehurst, G.; Afonso, C.; Gonçalves, H.M. Re-examining green purchase behaviour and the green consumer profile: New evidences. Manag. Decis. 2012, 50, 972–988. [Google Scholar] [CrossRef]
- Zhang, X.; Dong, F. Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. Int. J. Environ. Res. Public Health 2020, 17, 6607. [Google Scholar] [CrossRef] [PubMed]
- Sparks, P.; Shepherd, R.; Frewer, L.J. Assessing and Structuring Attitudes Toward the Use of Gene Technology in Food Production: The Role of Perceived Ethical Obligation. Basic Appl. Soc. Psychol. 1995, 16, 267–285. [Google Scholar] [CrossRef]
- Stets, J.E.; Biga, C.F. Bringing Identity Theory into Environmental Sociology. Sociol. Theory 2003, 21, 398–423. [Google Scholar] [CrossRef] [Green Version]
- Shaw, D.; Shiu, E.; Clarke, I. The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers. J. Mark. Manag. 2000, 16, 879–894. [Google Scholar] [CrossRef]
- Barbarossa, C.; De Pelsmacker, P.; Moons, I. Personal Values, Green Self-identity and Electric Car Adoption. Ecol. Econ. 2017, 140, 190–200. [Google Scholar] [CrossRef]
- Fishbein, M.; Ajzen, I. Belief, Attitude, Intention, and Behaviour: An Introduction to Theory and Research; Addison-Wesly: Boston, MA, USA, 1975; Available online: https://philarchive.org/archive/FISBAI (accessed on 29 November 2022).
- Schiffman, L.G.; Kanuk, L.L. Consumer Behaviour, 9th ed.; Prentice Hall: Englewood Cliffs, NJ, USA, 2018. [Google Scholar]
- Trafimow, D.; Fishbein, M. The Moderating Effect of Behavior Type on the Subjective Norm-Behavior Relationship. J. Soc. Psychol. 1994, 134, 755–763. [Google Scholar] [CrossRef]
- Vellerand, R.J.; Deshaies, P.; Currier, J.P.; Pelletier, L.G.; Mongeau, C. Ajzen and Fishbein Theory of Reasoned Action as Applied Moral Behaviour: A Confirmatory Analysis. J. Personal. Soc. Psychol. 1992, 62, 98–109. [Google Scholar] [CrossRef]
- Greene, K.; Hale, J.L.; Rubin, D.L. A test of the theory of reasoned action in the context of condom use and AIDS. Commun. Rep. 1997, 10, 21–33. [Google Scholar] [CrossRef]
- Peslak, A.R.; Bhatnagar, N.A. Review of internet shopping factors: Do the technology acceptance model or theory of reasoned action model apply? Issues Inf. Syst. 2009, 10, 495–504. [Google Scholar] [CrossRef]
- Ajjan, H.; Hartshorne, R. Investigating faculty decisions to adopt Web 2.0 technologies: Theory and empirical tests. Internet High. Educ. 2008, 11, 71–80. [Google Scholar] [CrossRef]
- Armitage, C.J.; Conner, M. Efficacy of the theory of planned behaviour: A meta-analytic review. Br. J. Soc. Psychol. 2021, 40, 471–499. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Wauters, E.; Bielders, C.; Poesen, J.; Govers, G.; Mathijs, E. Adoption of soil conservation practices in Belgium: An examination of the theory of planned behaviour in the agri-environmental domain. Land Use Policy 2010, 27, 86–94. [Google Scholar] [CrossRef]
- Untaru, E.-N.; Ispas, A.; Candrea, A.N.; Luca, M.; Epuran, G. Predictors of individuals’ intention to conserve water in a lodging context: The application of an extended Theory of Reasoned Action. Int. J. Hosp. Manag. 2016, 59, 50–59. [Google Scholar] [CrossRef]
- Stancu, V.; Haugaard, P.; Lähteenmäki, L. Determinants of consumer food waste behaviour: Two routes to food waste. Appetite 2016, 96, 7–17. [Google Scholar] [CrossRef]
- Amato, M.; Verneau, F.; Coppola, A.; La Barbera, F. Domestic Food Waste and Covid-19 Concern: An Application of the Theory of Planned Behaviour. Sustainability 2021, 13, 8366. [Google Scholar] [CrossRef]
- Lou, T.; Wang, D.; Chen, H.; Niu, D. Different Perceptions of Belief: Predicting Household Solid Waste Separation Behavior of Urban and Rural Residents in China. Sustainability 2020, 12, 7778. [Google Scholar] [CrossRef]
- Krueger, N.F., Jr.; Carsrud, A.L. Entrepreneurial intentions: Applying the theory of planned behaviour. Entrep. Reg. Dev. Int. J. 1993, 5, 315–330. [Google Scholar] [CrossRef]
- Kumar, R.; Shukla, S. A theory-based approach to model entrepreneurial intentions: Exploring the role of creativity, proactive personality and passion. High. Educ. Ski. Work. Learn. 2023. [Google Scholar] [CrossRef]
- Fusilier, M.; Durlabhji, S. An exploration of student internet use in India: The technology acceptance model and the theory of planned behaviour. Campus-Wide Inf. Syst. 2005, 22, 233–246. [Google Scholar] [CrossRef]
- Shukla, S.; Kumar, R. Role of Trust in Adoption of Online Good Service Tax Filing in India. Vikalpa 2019, 44, 99–114. [Google Scholar] [CrossRef]
- Chang, M.K. Predicting Unethical Behavior: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior. J. Bus. Ethic 1998, 17, 1825–1834. [Google Scholar] [CrossRef]
- Steg, L.; Vlek, C. Encouraging pro-environmental behaviour: An integrative review and research agenda. J. Environ. Psychol. 2009, 29, 309–317. [Google Scholar] [CrossRef]
- Kumar, R. Consume behaviour towards Green Electronic Products: An application of Theory of Planned Behaviour. Indian J. Environ. Prot. 2018, 38, 302–318. [Google Scholar]
- Moons, I.; De Pelsmacker, P. An Extended Decomposed Theory of Planned Behaviour to Predict the Usage Intention of the Electric Car: A Multi-Group Comparison. Sustainability 2015, 7, 6212–6245. [Google Scholar] [CrossRef] [Green Version]
- Sultan, P.; Tarafder, T.; Pearson, D.; Henryks, J. Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Qual. Prefer. 2019, 81, 103838. [Google Scholar] [CrossRef]
- Yazdanpanah, M.; Forouzani, M. Application of the Theory of Planned Behaviour to predict Iranian students’ intention to purchase organic food. J. Clean. Prod. 2015, 107, 342–352. [Google Scholar] [CrossRef]
- Han, H. Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tour. Manag. 2015, 47, 164–177. [Google Scholar] [CrossRef]
- Kang, J.; Liu, C.; Kim, S.-H. Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. Int. J. Consum. Stud. 2013, 37, 442–452. [Google Scholar] [CrossRef]
- Verma, V.K.; Chandra, B. An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. J. Clean. Prod. 2018, 172, 1152–1162. [Google Scholar] [CrossRef]
- Kumar, K. Emerging phenomenon of corporate sustainability reporting: Evidence from top 100 NSE listed companies in India. J. Public Aff. 2022, 22, 2368. [Google Scholar] [CrossRef]
- Mostafa, M.M. A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychol. Mark. 2007, 24, 445–473. [Google Scholar] [CrossRef]
- Kurland, N.B. Ethical intentions & the theories of reasoned action & planned behaviour. J. Appl. Soc. Psychol. 1995, 25, 297–313. [Google Scholar]
- Bhuian, S.N.; Sharma, S.K.; Butt, I.; Ahmed, Z.U. Antecedents and pro-environmental consumer behavior (PECB): The moderating role of religiosity. J. Consum. Mark. 2018, 35, 287–299. [Google Scholar] [CrossRef]
- Fleșeriu, C.; Cosma, S.A.; Bocăneț, V. Values and Planned Behaviour of the Romanian Organic Food Consumer. Sustainability 2020, 12, 1722. [Google Scholar] [CrossRef] [Green Version]
- Shaw, D.; Shiu, E. The role of ethical obligation and self-identity in ethical consumer choice. Int. J. Consum. Stud. 2002, 26, 109–116. [Google Scholar] [CrossRef]
- Laroche, M.; Bergeron, J.; Barbaro-Forleo, G. Targeting consumers who are willing to pay more for environmentally friendly products. J. Consum. Mark. 2001, 18, 503–520. [Google Scholar] [CrossRef] [Green Version]
- Joshi, Y.; Rahman, Z. Consumers’ Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors. Ecol. Econ. 2019, 159, 235–243. [Google Scholar] [CrossRef]
- Yoon, C. Theory of Planned Behavior and Ethics Theory in Digital Piracy: An Integrated Model. J. Bus. Ethic 2010, 100, 405–417. [Google Scholar] [CrossRef]
- Sandve, A.; Øgaard, T. Exploring the interaction between perceived ethical obligation and subjective norms, and their influence on CSR-related choices. Tour. Manag. 2014, 42, 177–180. [Google Scholar] [CrossRef]
- Oh, J.-C.; Yoon, S.-J. Theory-based approach to factors affecting ethical consumption. Int. J. Consum. Stud. 2014, 38, 278–288. [Google Scholar] [CrossRef]
- Arli, D.; Tan, L.P.; Tjiptono, F.; Yang, L. Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness. Int. J. Consum. Stud. 2018, 42, 389–401. [Google Scholar] [CrossRef]
- Stryker, S.; Burke, P.J. The Past, Present, and Future of an Identity Theory. Soc. Psychol. Q. 2000, 63, 284. [Google Scholar] [CrossRef] [Green Version]
- Conner, M.; Armitage, C. Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. J. Appl. Soc. Psychol. 1998, 28, 1429–1464. [Google Scholar] [CrossRef]
- Thoits, P.A.; Virshup, L.K. Me’s and We’s. Self and Identity: Fundamental Issues; Oxford University Press: Oxford, UK, 1997; pp. 106–133. [Google Scholar]
- Patel, J.D.; Trivedi, R.H.; Yagnik, A. Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures. J. Retail. Consum. Serv. 2020, 53, 102003. [Google Scholar] [CrossRef]
- Murtagh, N.; Gatersleben, B.; Uzzell, D. Self-identity threat and resistance to change: Evidence from regular travel behaviour. J. Environ. Psychol. 2012, 32, 318–326. [Google Scholar] [CrossRef] [Green Version]
- Ries, F.; Hein, V.; Pihu, M.; Armenta, J.M.S. Self-identity as a component of the Theory of Planned Behaviour in predicting physical activity. Eur. Phys. Educ. Rev. 2012, 18, 322–334. [Google Scholar] [CrossRef]
- Rodger, A.; Papies, E.K. “I don’t just drink water for the sake of it”: Understanding the influence of value, reward, self-identity and early life on water drinking behaviour. Food Qual. Prefer. 2022, 99, 104576. [Google Scholar] [CrossRef]
- Down, S.; Warren, L. Constructing narratives of enterprise: Clichés and entrepreneurial self-identity. Int. J. Entrep. Behav. Res. 2008, 14, 4–23. [Google Scholar] [CrossRef]
- Sirgy, M.J. Self-Congruity: Toward a Theory of Personality and Cybernetics; Praeger: Westport, CT, USA, 1986. [Google Scholar]
- Becerra, E.P.; Carrete, L.; Arroyo, P. A study of the antecedents and effects of green self-identity on green behavioral intentions of young adults. J. Bus. Res. 2023, 155, 113380. [Google Scholar] [CrossRef]
- Carfora, V.; Cavallo, C.; Caso, D.; Del Giudice, T.; De Devitiis, B.; Viscecchia, R.; Nardone, G.; Cicia, G. Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior. Food Qual. Prefer. 2019, 76, 1–9. [Google Scholar] [CrossRef]
- Khare, A. Influence of green self-identity, past environmental behaviour and income on Indian consumers’ environmentally friendly behaviour. J. Glob. Sch. Mark. Sci. 2015, 25, 379–395. [Google Scholar] [CrossRef]
- Lee, K. Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. J. Consum. Mark. 2009, 26, 87–96. [Google Scholar] [CrossRef] [Green Version]
- Dermody, J.; Hanmer-Lloyd, S.; Koenig-Lewis, N.; Zhao, A.L. Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity. J. Mark. Manag. 2015, 31, 1472–1502. [Google Scholar] [CrossRef]
- Lalot, F.; Quiamzade, A.; Falomir-Pichastor, J.M.; Gollwitzer, P.M. When does self-identity predict intention to act green? A self-completion account relying on past behaviour and majority-minority support for pro-environmental values. J. Environ. Psychol. 2019, 61, 79–92. [Google Scholar] [CrossRef]
- Whitmarsh, L.; O’Neill, S. Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. J. Environ. Psychol. 2010, 30, 305–314. [Google Scholar] [CrossRef]
- van der Werff, E.; Steg, L.; Ruepert, A. My company is green, so am I: The relationship between perceived environmental responsibility of organisations and government, environmental self-identity, and pro-environmental behaviours. Energy Effic. 2021, 14, 50. [Google Scholar] [CrossRef]
- Barbarossa, C.; Beckmann, S.C.; De Pelsmacker, P.; Moons, I.; Gwozdz, W. A self-identity based model of electric car adoption intention: A cross-cultural comparative study. J. Environ. Psychol. 2015, 42, 149–160. [Google Scholar] [CrossRef]
- Confente, I.; Scarpi, D.; Russo, I. Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. J. Bus. Res. 2020, 112, 431–439. [Google Scholar] [CrossRef]
- Xu, Y.; Wei, X.; Chen, S.-C. Determinants and Mechanisms of Tourists’ Environmentally Responsible Behavior: Applying and Extending the Value-Identity-Personal Norm Model in China. Sustainability 2019, 11, 3711. [Google Scholar] [CrossRef] [Green Version]
- Agnihotri, D.; Kulshreshtha, K.; Tripathi, V.; Chaturvedi, P. Does green self-identity influence the revisit intention of dissatisfied customers in green restaurants? Manag. Environ. Qual. Int. J. 2022. [Google Scholar] [CrossRef]
- Neves, J.; Oliveira, T. Understanding energy-efficient heating appliance behavior change: The moderating impact of the green self-identity. Energy 2021, 225, 120169. [Google Scholar] [CrossRef]
- Li, Y.; Siddik, A.B.; Masukujjaman, M.; Wei, X. Bridging Green Gaps: The Buying Intention of Energy Efficient Home Appliances and Moderation of Green Self-Identity. Appl. Sci. 2021, 11, 9878. [Google Scholar] [CrossRef]
- Carfora, V.; Caso, D.; Sparks, P.; Conner, M. Moderating effects of pro-environmental self-identity on pro-environmental intentions and behaviour: A multi-behaviour study. J. Environ. Psychol. 2017, 53, 92–99. [Google Scholar] [CrossRef] [Green Version]
- Vermeir, I.; Verbeke, W. Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecol. Econ. 2008, 64, 542–553. [Google Scholar] [CrossRef]
- Anderson, J.C.; Gerbing, D.W. Structural equation modeling in practice: A review and recommended two-step approach. Psychol. Bull. 1988, 103, 411–423. [Google Scholar] [CrossRef]
- Mulaik, S.A.; James, L.R.; Van Alstine, J.; Bennett, N.; Lind, S.; Stilwell, C.D. Evaluation of goodness-of-fit indices for structural equation models. Psychol. Bull. 1989, 105, 430–445. [Google Scholar] [CrossRef]
- Hair, J.F.; Black, W.C.; Babin, B.J.; Anderson, R.E. Multivariate Data Analysis, 7th ed.; Pearson Prentice Hall: Harlow, UK, 2010. [Google Scholar]
- Browne, M.W.; Cudeck, R. Alternative ways of assessing model fit. In Testing Structural Equation Models; Bollen, K.A., Long, J.S., Eds.; SAGE: Newsbury Park, CA, USA, 1993; pp. 136–162. [Google Scholar]
- Cronbach, L.J. Coefficient alpha and the internal structure of tests. Psychometrika 1951, 16, 297–334. [Google Scholar] [CrossRef] [Green Version]
- Chin, W.W. How to write up and report PLS analyses. In Handbook of Partial Least Squares: Concepts, Methods and Applications in Marketing and Related Fields; Vinzi, V.E., Chin, W.W., Henseler, J., Wang, H., Eds.; Springer: Berlin/Heidelberg, Germany, 2016; pp. 655–690. [Google Scholar] [CrossRef]
- Kline, R.B. Principles and Practice of Structural Equation Modeling, 3rd ed.; The Guilford Press: New York, NY, USA, 2011. [Google Scholar]
- Nunnally, J.C. Psychometric Theory; McGraw Hill: New York, NY, USA, 1978. [Google Scholar]
- Fornell, C.; Larcker, D.F. Evaluating structural equation models with unobservable variables and measurement error. J. Mark. Res. 1981, 18, 39–50. [Google Scholar] [CrossRef]
- Preacher, K.J.; Hayes, A.F. SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behav. Res. Methods Instrum. Comput. 2004, 36, 717–731. [Google Scholar] [CrossRef] [Green Version]
- Kumar, K. The Uptake of Sustainability Disclosure Practices by Environmentally Polluting Industries in India. In The Equal Pillars of Sustainability (Developments in Corporate Governance and Responsibility); Crowther, D., Seifi, S., Eds.; Emerald Publishing Limited: Bingley, UK, 2022; Volume 17, pp. 199–224. [Google Scholar] [CrossRef]
Variable Name | Categories | Frequency | Percentage |
---|---|---|---|
Gender | Male | 264 | 68.4 |
Female | 122 | 31.6 | |
Age (in years) | Up to 20 | 42 | 10.9 |
20–30 | 272 | 70.5 | |
30–40 | 46 | 11.9 | |
Above 40 | 26 | 6.7 | |
Highest educational qualification | 12th or intermediate | 23 | 6.0 |
Graduation | 228 | 59.0 | |
Post-Graduation and higher | 135 | 35.0 | |
Occupational status | Student | 266 | 70.4 |
Employed | 83 | 22.0 | |
Others (Self-employed, unemployed, Homemaker, retired) | 29 | 7.6 | |
Annual income (in Rs.) | Dependent on family income | 241 | 62.4 |
Below 2.5 Lakhs | 0 | 0 | |
2.5–5 Lakhs | 53 | 13.7 | |
5–10 Lakhs | 35 | 9.1 | |
More than 10 Lakhs | 11 | 2.8 | |
Prefer not to say | 46 | 11.9 |
S. No. | Fit Indices | Model Values | Recommended Threshold |
---|---|---|---|
1. | CMIN | 435.465 | -- |
2. | df | 137 | -- |
3. | p value | 0.000 | A significant p-value is expected |
4. | CMIN/df | 3.179 | <3 |
5. | GFI | 0.899 | >0.9 |
6. | AGFI | 0.860 | >0.8 |
7. | TLI | 0.928 | >0.9 |
8 | CFI | 0.946 | >0.9 |
9. | RMSEA | 0.075 | <0.1 (preferably less than 0.08) |
10 | SRMR | 0.039 | <0.1 (preferably less than 0.08) |
S. No. | Constructs/Items | Factor Loadings | Composite Reliability | AVE |
---|---|---|---|---|
Attitude towards green products (ATT) | ||||
1. | “I think using green products is wise.” | 0.774 | 0.812 | 0.685 |
2. | “I think using green products is good.” | 0.878 | ||
3. | “I think using green products is beneficial.” | 0.877 | ||
Subjective norms (SNs) | ||||
4. | “My family would support my decision to purchase green products.” | 0.872 | 0.913 | 0.777 |
5. | “My friends would support my decision to purchase green products.” | 0.885 | ||
6. | “My colleagues would support my decision to purchase green products.” | 0.887 | ||
Perceived Behavioral Control (PBC) | ||||
7. | “Decision to purchase green products is entirely up to me.” | 0.739 | 0.874 | 0.699 |
8. | “If I want, I can easily purchase green products.” | 0.852 | ||
9. | “I have resources, time and opportunity to purchase green products” | 0.908 | ||
Ethical Obligation (EO) | ||||
10. | “I take responsibility for ethical obligation of consumption.” | 0.917 | 0.859 | 0.672 |
11. | “I take responsibility for the support of ethical consumption.” | 0.724 | ||
12. | “I do the public good through consumption as a societal member.” | 0.806 | ||
Green Self-Identity (GSI) | ||||
13. | “Supporting environmental protection makes me feel that I’m an environmentally responsible person.” | 0.829 | 0.839 | 0.636 |
14. | “I feel proud of being a green person.” | 0.835 | ||
15. | “Supporting environmental protection makes me feel meaningful.” | 0.723 | ||
Green purchase intentions (GPI) | ||||
16. | “I would like to use green products.” | 0.871 | 0.915 | 0.729 |
17. | “I would buy green products if I happen to see them in a store.” | 0.872 | ||
18. | “I would actively seek out green products in a store in order to purchase it.” | 0.846 | ||
19. | “I would patronize and recommend the use of green products.” | 0.825 |
GPI | ATT | SNs | PBC | EO | GSI | |
---|---|---|---|---|---|---|
GPI | 0.854 | |||||
ATT | 0.651 | 0.828 * | ||||
SNs | 0.590 | 0.444 ** | 0.881 | |||
PBC | 0.720 | 0.491 | 0.572 | 0.836 | ||
EO | 0.419 | 0.320 | 0.312 | 0.352 | 0.819 | |
GSI | 0.537 | 0.257 | 0.666 | 0.472 | 0.299 | 0.797 |
Unstandardized Estimate | SE | CR | p | Standardized Estimates | |||
---|---|---|---|---|---|---|---|
EO | ---> | ATT | 0.399 | 0.050 | 8.024 | *** | 0.399 |
ATT | ---> | GPI | 0.435 | 0.026 | 16.945 | *** | 0.475 |
SNs | ---> | GPI | −0.012 | 0.039 | −0.315 | 0.753 | −0.014 |
PBC | ---> | GPI | 0.389 | 0.032 | 12.099 | *** | 0.424 |
EO | ---> | GPI | 0.047 | 0.029 | 1.628 | 0.103 | 0.052 |
GSI | ---> | GPI | 0.194 | 0.038 | 5.031 | *** | 0.211 |
GSI × ATT | ---> | GPI | 0.084 | 0.024 | 3.586 | *** | 0.105 |
GSI × SNs | ---> | GPI | −0.036 | 0.029 | −1.254 | 0.21 | −0.067 |
GSI × PBC | ---> | GPI | −0.021 | 0.032 | −0.637 | 0.524 | −0.039 |
GSI × EO | ---> | GPI | −0.034 | 0.023 | −1.47 | 0.142 | −0.067 |
GSI × EO | ---> | ATT | 0.077 | 0.028 | 2.802 | 0.005 | 0.139 |
Standardized Indirect Effect | Standardized Direct Effect | Total Effect | |||||||
---|---|---|---|---|---|---|---|---|---|
Effect | Lower Bound | Upper Bound | Two-Tailed Sig. | Effect | Lower Bound | Upper Bound | Two-Tailed Sig. | Effect | Two-Tailed Sig. |
0.190 | 0.128 | 0.260 | 0.000 | 0.052 | −0.018 | 0.123 | 0.157 | 0.241 | 0.000 |
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Kumar, R.; Kumar, K.; Singh, R.; Sá, J.C.; Carvalho, S.; Santos, G. Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity. Sustainability 2023, 15, 6426. https://doi.org/10.3390/su15086426
Kumar R, Kumar K, Singh R, Sá JC, Carvalho S, Santos G. Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity. Sustainability. 2023; 15(8):6426. https://doi.org/10.3390/su15086426
Chicago/Turabian StyleKumar, Rakesh, Kishore Kumar, Rubee Singh, José Carlos Sá, Sandro Carvalho, and Gilberto Santos. 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity" Sustainability 15, no. 8: 6426. https://doi.org/10.3390/su15086426