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 |
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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 |
| _version_ | 1819295478157672448 |
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| author | Jessica Müller Pérez Juan Bernardo Amezcua Núñez Sheyla Müller Pérez |
| author_facet | Jessica Müller Pérez Juan Bernardo Amezcua Núñez Sheyla Müller Pérez |
| author_sort | Jessica Müller Pérez |
| collection | DOAJ |
| description | 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 study aims to examine the intention to purchase green products on young consumers based on the Theory of Planned Behavior incorporating moral obligation. An online survey was applied to a group of 280 public school students from the Northeast region of Mexico. The data were analyzed through the structural equations model with partial least squares (PLS-SEM), which revealed that only attitude and moral obligation have a positive and significant effect on the intention to buy green products. |
| first_indexed | 2024-12-24T04:42:51Z |
| format | Article |
| id | doaj.art-897057b5c3b64806be32c76dec3df04b |
| institution | Directory Open Access Journal |
| issn | 0719-7713 0719-6245 |
| language | English |
| last_indexed | 2024-12-24T04:42:51Z |
| publishDate | 2020-12-01 |
| publisher | Universidad de Concepción |
| record_format | Article |
| series | RAN |
| spelling | doaj.art-897057b5c3b64806be32c76dec3df04b2022-12-21T17:14:45ZengUniversidad de ConcepciónRAN0719-77130719-62452020-12-01711530https://doi.org/10.29393/RAN6-2ICJM30002Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the modelJessica Müller Pérez0Juan Bernardo Amezcua Núñez1Sheyla Müller Pérez2Universidad Autónoma de TamaulipasUniversidad Autónoma de Coahuila, SaltilloUniversidad Autónoma de ChileGreen 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 study aims to examine the intention to purchase green products on young consumers based on the Theory of Planned Behavior incorporating moral obligation. An online survey was applied to a group of 280 public school students from the Northeast region of Mexico. The data were analyzed through the structural equations model with partial least squares (PLS-SEM), which revealed that only attitude and moral obligation have a positive and significant effect on the intention to buy green products.https://revistas.udec.cl/index.php/ran/article/view/3063theory of planned behaviorgreen productsintentionsmoral values |
| spellingShingle | Jessica Müller Pérez Juan Bernardo Amezcua Núñez Sheyla Müller Pérez Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model RAN theory of planned behavior green products intentions moral values |
| title | Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model |
| title_full | Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model |
| title_fullStr | Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model |
| title_full_unstemmed | Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model |
| title_short | Intention to purchase green products according to the Theory of Planned Behaviour: Incorporation of the moral obligation to the model |
| title_sort | intention to purchase green products according to the theory of planned behaviour incorporation of the moral obligation to the model |
| topic | theory of planned behavior green products intentions moral values |
| url | https://revistas.udec.cl/index.php/ran/article/view/3063 |
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