The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism

Abstract

This study sought to elucidate the antecedents that may influence the effect of people's purchase behavior on the Earth's sustainable development. It included people's perceived moral obligation and sustainability self‐identity in the theory of planned behavior (TPB) model to investigate attitudes among the Taiwanese public's attitude toward purchasing sustainability‐labeled coffee and their purchase intentions. The moderating effect of climate change skepticism is also considered in this study. A total of 745 nationwide and self‐reported questionnaire valid data was collected in Taiwan. Hierarchical and moderated regression analysis results indicated that the components of the TPB model had positive influences on the public's purchase intention. The public's perceived moral obligation and sustainability self‐identity, proposed for inclusion in the TPB model, had significant and positive influences on purchase intention. The extended TPB model has higher explanatory power than that of the original model. The positive relationship between sustainability self‐identity and intention to purchase sustainability‐labeled coffee was moderated by climate change skepticism. This study provides marketers and the players in the supply chain with a comprehensive framework for understanding the influence of perceived moral obligation and sustainability self‐identity on purchase intention toward sustainability‐labeled products. In addition, this study responds to a call for a more thorough investigation of the effect of people's skepticism about climate change in the context of ethical and sustainable consumption decision‐making processes.

What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

“…For instance, consumers may believe that being ‘green’ is simply a marketing ploy to charge more. Several green purchase studies in other scenarios, for instance, have noted that ‘green scepticism’ is rising among consumers (M. F. Chen, 2020; do Paço & Reis, 2012; Leonidou & Skarmeas, 2017). Furthermore, issues like greenwashing are becoming common whereby businesses implement green services and facilities only in places where they can influence consumer perception without actually helping the green cause (H. Chen et al, 2019).…”

Factors Influencing Green Product Purchase Intention among Young Consumers in Bangladesh

“…The use of perceived moral obligation in several studies has been found to improve the predictability of one's intention and behavior regarding issues involving ethical considerations (Kurland, 1995;Lam, 1999). Perceived moral obligation (PMO) and other additional variables have been widely used in explaining consumers' green purchase intention and behavior (M. F. Chen, 2020;Petschnig, Heidenreich, & Spieth, 2014). For instance, M.-F. Chen and Tung (2014) found that the PMO positively influences consumers' green hotel visiting intention.…”

Intención de compra de productos verdes de acuerdo con la Teoría del Comportamiento Planeado: Incorporación de la obligación moral al modelo

“…En tanto, las normas subjetivas son una función de las creencias normativas personales de un individuo y su motivación para aplicarlas (Chen, 2020), además, depende de la presión que siente una persona de realizar o no una acción, en la cual la opinión de los demás influye en sus decisiones (Prakash y Pathak, 2017). En otras palabras, el comportamiento de una persona es influenciado por la aprobación de amigos, familiares, compañeros de trabajo o socios comerciales (He y cols., 2019).…”

“…Por su parte, Chan y Bishop (2013), mencionan que existen estudios previos que enfatizan en agregar al modelo de la TCP la variable de obligación moral, argumentando que tanto la obligación moral y las actitudes comparten correlaciones muy altas, puesto que la obligación moral ha sido considerada como un antecedente poderoso de las actitudes hacia el cuidado del medio ambiente. De igual manera, Chen (2020), expone que la obligación moral puede incrementar el poder predictivo del modelo de la TCP en el contexto de productos amigables con el medio ambiente. En tanto, Beldad y Hegner (2018), dedujeron que la adición de la obligación moral al modelo, aumentaba la varianza explicada en la intención de consumir productos verdes.…”