Consumers’ environmental ethics, willingness, and green consumerism between lower and higher income groups

The emergence of the obligation to preserve the environment has affected the consumption model; therefore, green products and sustainable consumption have become an international concern. All over the world, green consumption is being considered, as consumers are essential contributors to the achievement of sustainable development goals, owing to their ability to choose between ungreen and eco-friendly products and services. However, very few studies have examined the trend in consumer's preferences and behavior in relation to sustainable development, especially in developing countries. This study analyzes the impact of consumers' environmental ethics, green consumerism, moral obligation, green attitude, on consumers' willingness to consume green products and actual green consumption, with the mediating role of willingness to consume green products. Using survey questionnaire, data were collected via face-to-face interaction and were analysed using Partial Least Square Structural Equation Modelling (PLS-SEM). The study found that consumers' environmental ethics, moral obligation, and green attitude have a significant influence on consumers' willingness to consume green products, which eventually impacts consumers’ actual green consumption. Similarly, the study established the indirect mediating role of consumers’ willingness to consume green products on the relationship between consumers’ environmental ethics, moral obligation, and green attitude, as well as green consumption. This study further contributes to the existing literature by disproving the possible influence of income groups on the relationship between consumers’ willingness to consume green products and actual green consumption. Thus, this study provides new insights for policymakers towards formulating favorable policies to increase consumers' green consumption and sustainable development.