{"title":"To save the environment is my moral duty: investigating young consumer’s green purchase behaviour with moderated mediation approach","authors":"Rakesh Kumar","doi":"10.1108/srj-02-2023-0066","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.</p><!--/ Abstract__block -->","PeriodicalId":47615,"journal":{"name":"Social Responsibility Journal","volume":"70 1","pages":""},"PeriodicalIF":2.9000,"publicationDate":"2024-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Responsibility Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/srj-02-2023-0066","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.
Design/methodology/approach
Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.
Findings
Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.
Originality/value
The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.
期刊介绍：
The Social Responsibility Journal, the official journal of the Social Responsibility Research Network, is interdisciplinary in its scope and encourages submissions from any discipline or any part of the world which addresses any element of the journal''s aims. The journal encompasses the full range of theoretical, methodological and substantive debates in the area of social responsibility. Contributions which address the link between different disciplines and / or implications for societal, organisational or individual behavior are especially encouraged. The journal publishes theoretical and empirical papers, speculative essays and review articles. The journal also publishes special themed issues under the guidance of a guest editor. Coverage: Accountability and accounting- Issues concerning sustainability- Economy and finance- Governance- Stakeholder interactions- Ecology and environment- Corporate activity and behaviour- Ethics and morality- Governmental and trans-governmental regulation- Globalisation and disintermediation- Individuals and corporate citizenship- Transparency and disclosure- Consumption and its consequences- Corporate and other forms of organization
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