Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model
Green consumer buying behavior has recently increased. According to Kantar World Panel Mexico in 2012, only 16% of Mexicans carried out some ecological action and, in 2019, 7 of 10 Mexicans are willing to buy ecological products. In order to assess the motivators who have driven this change this stu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Concepción
2020-12-01
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| Series: | RAN |
| Subjects: | |
| Online Access: | https://revistas.udec.cl/index.php/ran/article/view/3063 |