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

作者: Khalid Mehmood , Ángel Acevedo-Duque , Sheyla Müller , Jessica Müller , Prateek Kalia

DOI: 10.3390/SU13084248

关键词:

摘要: Recent studies have highlighted the importance of research on consumers’ green behavior in emerging markets. This study aims to determine variables theory planned (TPB) that influence purchasing intentions Mexico. Into model, we incorporated ecological conscience, moral obligation, and willingness pay as additional variables. A sample 300 consumers was obtained through an online survey data were analyzed statistically using partial least squares structural equation modeling (PLS-SEM). The results revealed perceived purchase control, obligation directly intention. contributes current literature by strengthening existing knowledge about factors products countries.

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