Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12

This cross-sectional study investigates the relationship between consumer behavior, environmental ethics, and green consumption in the context of environmental concerns. Using survey data and drawing from the Theory of Planned Behavior (TPB), the research examines how factors like attitude towards green products, subjective norms, environmental ethics, and moral obligations influence consumers’ willingness to use green products and their subsequent green consumption behavior. The study confirms that having a positive attitude towards green products significantly predicts the willingness to use them, aligning with previous research findings. Additionally, it reveals that social norms directly impact consumers’ willingness to adopt green products, highlighting the role of societal influences in eco-conscious choices. Furthermore, the research establishes that moral obligation not only drives the willingness to use green products but also motivates actual green consumption, emphasizing the importance of ethical considerations in consumer decision-making. Environmental ethics also emerge as a significant factor influencing the willingness to use green products. Importantly, willingness to use green products acts as a key mediator, connecting attitudes, norms, ethics, and moral obligations to green consumption behavior. These findings have practical implications for businesses and policymakers looking to promote green consumption and align their strategies with Sustainable Development Goal 12 (SDG 12) - Responsible Consumption and Production. Understanding the drivers of green consumption can help stakeholders develop effective interventions to encourage responsible and sustainable consumer behavior.