ArticleInternational journal of environmental research and public health2022
Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making.
Article in International journal of environmental research and public health, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 7 papers.
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Who cites it
7 citing papers in PubMed.
- Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention.Behavioral sciences (Basel, Switzerland) · 2026Article
- Empathy and moral judgment as psychological mechanisms of socially oriented consumption: evidence from an emerging economy.Frontiers in psychology · 2026Article
- Article
- Exploring the Sustainability of Upcycled Foods: An Analysis of Consumer Behavior in Taiwan.Nutrients · 2024Article
- Using the Theory of Perceived Value to Determine the Willingness to Consume Foods from a Healthy Brand: The Role of Health Consciousness.Nutrients · 2024Article
- Understand the Chinese Z Generation consumers' Green hotel visit intention: An Extended Theory of Planned Behavior Model.Heliyon · 2024Article
- Why Do Customers Want to Buy COVID-19 Medicines? Evidence from Thai Citizens.International journal of environmental research and public health · 2023Article
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Authors and funding
5 authors.
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Abstract
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.
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