Academy of Marketing Studies Journal (AMSJ)

Source ID:00000154
Volume 25, Issue 3,May 2021, Pages 1-20, Page Count - 20

IMPACT OF HEDONIC MOTIVATION AND PERCEIVED MORAL OBLIGATION ON GREEN PRODUCTS PURCHASE INTENTION AMONG CENTENNIALS

Nagarajan Shanmugavel (1) Sathish Solayan (2)

(1) Alagappa Institute of Management, Alagappa University, Karaikudi, India.
(2) Alagappa Institute of Management, Alagappa University, Karaikudi, India.

Manuscript ID:- 00000-80879
Access Type : Open Access
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Cite this article:Nagarajan Shanmugavel,Sathish Solayan,  Impact Of Hedonic Motivation And Perceived Moral Obligation On Green Products Purchase Intention Among Centennials, Academy of Marketing Studies Journal(AMSJ), 2021, 25(3), PP.1-20

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Abstract

In the mist of sustainable environment, centennials’ quest towards green products are facilitated by marketers by embracing green concepts in all the stages of product offerings. However, empirical evidence are scant on green consumerism by employing hedonic motivation and perceived moral obligation. It is also rare to use two contrast constructs with different connotations. With this premise this research employed the Theory of Planned Behaviour with the validation of hedonic motivation and perceived moral obligation on the relationships between price perception; reference influence (information influence and value expressive influence); green concern and green products purchase intention. Data collected from centennials were analyzed through SPSS and two stage structural equation modelling, correspondingly moderation analysis was conducted and highlighted the significance of hedonism and perceived moral obligation.
Author Keywords
Green Consumerism Hedonic Motivation Reference Influence Price Perception Perceived Moral Obligation Green Concern


ISSN Print: 1095-6298 ISSN Online: 1528-2678
Source Type: Journals Document Type: Journal Article
Publication Language: English DOI:
Abbreviated Journal Title: AMSJ Access Type: Open Access
Publisher Name: Allied Business Academies Resource Licence: CC BY-NC
Major Subject:Physical Sciences Subject Area classification: Environmental Science
Subject area: Management, Monitoring, Policy and Law Source: SCOPEDATABASE