The correlative influence of consumer ethical beliefs, environmental ethics, and moral obligation on green consumption behavior

The commitment to preserve the environment has altered consumption mode. Therefore, ethical consumption has become a legal obligation to contribute to reducing environmental risk in modern society as green consumption is required to promote sustainable practices and develop green products to achieve sustainable development goals (SDGs). Therefore, the study aims to investigate the correlative influence of consumer ethical beliefs (e.g. idealism and relativism), environmental ethics, moral obligation, and willingness to use green products on green consumption. We draw on self-identity theory and the theory of planned behavior. A convenience sampling technique and analyzes from 262 responses were applied through structural equation modeling. The results disclose that idealism, relativism, environmental ethics, moral obligation and willingness to use green products have a positive influence on green consumption. In addition, environmental ethics and moral obligation relatively influence the willingness to use green products. This study contributes to existing research and provides new insights for policymakers and green businesses on how to promote green consumption by leveraging appropriate strategies that align with SDG*12, ensuring responsible consumption.