Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity

Due to environmental degradation, using environment-friendly products has become necessary reduce carbon emissions. However, the consumption of such is still below expectations because these are usually costlier than their traditional counterparts. The current study aims investigate consumer behavior towards Ajzen’s theory planned as a theoretical model. seeks examine role key determinates environmentally conscious purchase behavior, ethical obligation and green self-identity. A total 386 responses were collected from consumers living in few major cities northern India purposive sampling. data analyzed structural equation modeling Amos 22.0. results demonstrated that attitudes perceived behavioral control self-identity determinants intentions. In addition, attitude was reported mediate effect on intentions found moderate Additionally, also relationship between attitude. adds value existing literature by signifying stimulating consumers’ findings meaningful for marketers policymakers.