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Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making

International journal of environmental research and public health, 2022-09, Vol.19 (18), p.11151 [Peer Reviewed Journal]

2022 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/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2022 by the authors. 2022 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph191811151 ;PMID: 36141424

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  • Title:
    Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making
  • Author: Tian, Ziyuan ; Sun, Xixiang ; Wang, Jianguo ; Su, Weihuan ; Li, Gen
  • Subjects: China ; Consumer Behavior ; Consumers ; Consumption ; Decision Making ; Demographics ; Education ; Empirical analysis ; Environmental protection ; Ethics ; Green procurement ; Hypotheses ; Influence ; Intention ; Morals ; Purchasing ; Tactics
  • Is Part Of: International journal of environmental research and public health, 2022-09, Vol.19 (18), p.11151
  • Description: Environmental protection issues are closely related to moral factors, but little research has explored the factors affecting green purchase intention from the aspect of morality. Based on a perspective of ethical decision making, this study investigates the impacts of perceived quality and perceived price on moral intensity and moral judgment, through the moderation of products' green degree, as well as the impacts of moral intensity and moral judgment on green purchase intention. Research data was collected through a questionnaire survey of 368 consumers in China, and analyzed using a hierarchical linear model. The empirical results reveal that moral intensity and moral judgment significantly promoted green purchase intention. Perceived quality and perceived price both positively affected moral intensity and moral judgment. Products' green degree positively moderated the relationship between perceived price and moral judgment as well as the relationship between perceived quality and moral judgment. This study provides a new insight into promoting green purchase intention, and the findings may also assist marketers in developing future tactics to increase consumers' green purchase intention.
  • Publisher: Switzerland: MDPI AG
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph191811151
    PMID: 36141424
  • Source: GFMER Free Medical Journals
    MEDLINE
    PubMed Central
    Coronavirus Research Database
    ProQuest Central
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