Original Research

SAGE Open
January-March 2023: 1–20
Ó The Author(s) 2023
Understanding Consumer Environmental DOI: 10.1177/21582440221149727
journals.sagepub.com/home/sgo
Ethics and the Willingness to Use Green
Products

Mohammad Nurul Alam1, Osarodion Ogiemwonyi2 , Ibrahim. E. Hago3,

Noor Azlinna Azizan4, Fariza Hashim5, and Md Sazzad Hossain1

Abstract
Environmental ethics and moral obligation are action plan that helps to preserve the environment and has influenced con-
sumption style. The utilization of green products and consumption has helped minimize environmental and health threats,
which is considered to sustain the environment. In this study, we examine consumer environmental ethics, environmental
attitude, social influence, and moral obligation through the mediation of the willingness to use green products toward green
behavior. Using a questionnaire survey method to capture 250 consumers in Abuja, Nigeria and SmartPLS3.0 to assess the
model validity. The outcomes of our study show that consumer environmental ethics, environmental attitude, and moral obli-
gation positively influence willingness to use green products, which also influence green behavior. The mediating effect was
established and willingness to use green products simultaneously mediates the relationships between consumer environmen-
tal ethics, environmental attitude, moral obligation and green behavior. Further, social influence does not predict willingness
to use green products, and the mediating link between social influence and green behavior was not supported. The study pro-
vides implications based on the empirical findings for theoretical and managerial insight as well as for future research.

Keywords
green behavior, environmental ethics, willingness-to-use, green products, moral obligation, Nigeria

Introduction increased from $5.5 billion to $9.8 billion in 2018

(Statista, 2018). More businesses in the economic sector
In recent times, consumer environmental ethics and the have become fully aware of the need to consider the envi-
willingness to consume sustainable products have ronmental implications and the well-being of humans
become a magic formula for achieving success from vari- when embracing sustainability (Ogiemwonyi et al.,
ous economic contextual backgrounds in the business 2022). Research in the past has examined some aspects
world (Ogiemwonyi & Harun, 2020a). Even though both of ethical policy and its implications as a tool for sustain-
terms appear to express the same action, the differences able strategies De Chiara (2016), environmental ethical
and similarities between them have not been extensively consumption behavior Foti and Devine (2019), and the
investigated especially in developing nations such as social-ethical issue (Chen et al., 2020). Traditionally, the
Nigeria (Ogiemwonyi, 2022). Researchers have begun to willingness to consume sustainable products is
question; whether ‘‘the willingness to use sustainable
products’’ could translate to consumer environmental 1
University of Tabuk, Tabuk, Saudi Arabia
ethics, and lead to sustainable behavior (Ogiemwonyi 2
International Islamic University Malaysia, Kuala Lumpur, Malaysia
et al., 2022). A similar trend in some environmental ethi- 3
Qassim University, Kingdom of Saudi Arabia
cal behavior has shown that the consumption pattern 4
Prince Sultan University, Riyadh, Saudi Arabia
5
has doubled significantly. For instance, in 2015, the mar- University of Kuala Lumpur, Malaysia
ket volume for ethical products increased in value from
Corresponding Author:
$793.8 billion to an estimated $900 billion in 2021 Osarodion Ogiemwonyi, Faculty of Economics and Management Sciences,
(Statista, 2018). In addition, it is reported in 2013 that International Islamic University Malaysia, Kuala Lumpur 53100, Malaysia.
the revenues on fair-trade international products Email: [email protected]

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(https://us.sagepub.com/en-us/nam/open-access-at-sage).
2 SAGE Open

considered in some studies (Wei et al., 2018; Yang et al., 2015), Taiwan (Chen, 2010; Chen & Chang, 2012),
2021). Although, the aspect of consumer environmental Indian (Gil & Jacob, 2018), Indonesia (Alamsyah &
ethics has not been thoroughly examined especially in Febriani, 2020), and Jordan Tarabieh (2021). These men-
the Nigerian context. The research is silent concerning tioned studies do not present a sufficient understanding
the relationship linking between these factors and green of theoretical explanations. However, the current study
behavior. Formerly, a sizeable number of natural lay hold on the theory of planned behavior (TPB) and
resources has been consumed which has derived consu- incorporates—willingness to use green products to
mers’ present-day feelings on the decreasing rate of these explore green behavior, thereby establishing a theoretical
natural resources. These occurrences have led to changes insight. The willingness to use green products involves
in consumer perspectives concerning the environment. different segments; these aspects are important to explore
The pursuit of personal behavior and the willingness to (Amatulli et al., 2019; Berger, 2019; Wei et al., 2018;
consume green products became a piece of common Yang et al., 2021). Based on a scholarly review, this cur-
knowledge (Ogiemwonyi et al., 2019). The emphasis on rent study focuses on examining the influence of con-
people to the environment and society due to the trouble sumer environmental ethics Shapshay et al. (2018),
from environmental issues became unacceptable environmental attitude Malik and Singhal (2017), social
(Kautish et al., 2019; Ogiemwonyi et al., 2019). This influence Johnstone and Hooper (2016), moral obligation
trend is about protecting the environment and nourish- Shanmugavel and Solayan (2021), and willingness to use
ing good ethical standards with personal behavior. The green products Berger (2019), thereby contributing a pos-
consequences of environmental issues have led to the itive insight to existing studies. In addition to these
outcome of different consumption patterns; therefore, aspects, the study also explores the literature gap in con-
sustainable consumption, and the willingness to use nection to the willingness to use green products and green
green products became a global concern. Green products behavior (Do Pac xo et al., 2019; Michaud & Llerena,
are products with low environmental impact and are 2011; Trivedi et al., 2015). This means the willingness to
good for human consumption (Chen & Chai, 2010). use green products and green behavior was investigated.
While, sustainable consumption requires the use of natu- Although, willingness to use green products also serves
ral resources to reduce environmental impact and pro- as a mediating role to provide additional insight into
vide a social benefit (Liu et al., 2016). existing research.
In the United States, the green product market is Therefore, the following section discussed the struc-
anticipated to be $150 billion by 2021, and green con- ture of our study; the theoretical background of litera-
sumption is achieving a conscientiousness as consumers ture, the theory used to capture the variables and
are active participants to decide between green and non- hypothesis formations. Next, the research methodology
green products and their willingness to use such products applied in the study and the measurement of variables
(Gelski, 2019). Limited studies have examined consumer was discussed with the analysis procedure described. Our
behavior and their preference despite the importance of study further presents the result findings and discussions
consumer environmental ethics on sustainable develop- with the theoretical and managerial implications respec-
ment (Liu et al., 2016). Numerous challenges to green tively. Finally, the limitations and future research direc-
sustainability are being encountered in developing coun- tions were presented at the bottom.
tries (Ogiemwonyi & Harun, 2020a, 2020b). Numerous
factors are influencing consumer intention, as well as the Theoretical Backgrounds on the Theory of
behavior of consumers; and these factors have been dis-
cussed and considered in green behavior studies. For
Planned Behavior
example, the role of environmental concern and knowl- The theoretical background is formed in conformity with
edge, green purchase values, green trust, and attitude the theory of planned behavior (TPB) model (Ajzen,
(Aranti & Yenita, 2020; Karatu & Mat, 2015). Despite, 1991). TPB describes the human intention and attitude,
some level of importance on different factors such as and its ability to predict human behavior, subjective
consumer environmental ethics, environmental attitude, norms, perceived behavioral control; and at the same
moral obligation, and green behavior are also encour- time theories have suggested that intention will eventu-
aged to be explored (Barbarossa & De Pelsmacker, 2016; ally be led to actual behavior; more than attitude, and is
Do Pac xo et al., 2019; Ogiemwonyi, 2022; Ogiemwonyi the nearest analytic precursor of actual behavioral per-
et al., 2022). formance (Ajzen, 1991; Fishbein & Ajzen, 1977;
Further, a mixed result has been found in examining Gollwitzer, 1993). The attitude toward human behavior
green trust as a mediator and exogenous construct within is a fundamental factor that controls behavior. Human
the domain of green behavior research conducted in sev- attitude is established from the beliefs and the assessment
eral developing nations such as Nigeria (Karatu & Mat, of an occurrence in an event. The human attitude has a
Alam et al. 3

significant consequence on the intentions and behaviors et al., 2004). Environmental and action congress ‘‘that is,
of humans (Ogiemwonyi et al., 2022). Technically, the green parties’’ has highlighted the responsibility and
more repeatedly an individual attitude arises, the more commitment to limiting the clash between the environ-
likely they act suitably by that remark of the same atti- ment, human activities and technological advancement
tude (Ajzen & Fishbein, 2005). Similarly, when people and also convey the exigency for coming generations and
show a negative attitude, they also tend to act under emerging economy (Ogiemwonyi, Harun, Alam, Karim,
such an attitude irrespective of their beliefs and beha- et al., 2020; United Nations, 1992). The need to lessen
vioral outcome. Further, Ajzen (1991) depicts perceived environmental calamity connected to uncontrolled pro-
behavioral control as an individual perception of the ease duction and consumption has been instituted in emer-
or difficulty to carry out or execute a behavior of ging nations that have initiated green movements (Yu &
returns. Subjective norms are a given authorization that Lai, 2005). Further, environmental familiarity has pro-
is allotted to deduce social representation in changing vided people with some level of awareness and consider
behavior (Fishbein & Ajzen, 2011). Research has recom- their purchasing decision not to spike environmental
mended the investigation of extending variables when damage but minimize environmental harm, in light of
measuring and examining TPB (Fishbein & Ajzen, 2011; green behavior. Green behavior borders energy reduc-
Ogiemwonyi, 2022). As aforementioned, our study tion, waste reduction, recycling, and consuming products
employed and builds on the assumptions of the TPB to and services that have undergone an environmentally
gauge the hypothesized framework in estimating the rela- friendly process in the production stage (Ghvanidze
tionship connecting environmental attitude, ethics of et al., 2016). Green behavior is all about environmentally
consumers, social influence, moral obligation and the friendly habits where people integrate environmental and
mediating role of willingness to use green products ethical principles in their behavioral motives to show
toward green behavior. Although perceived behavioral accountability. As per Kumar and Ghodeswar (2015), a
control is not assessed in the study, a similar example product meets environmental quality when such product
was reported from previous research conducted by (Hao is procured using raw materials. The design meets envi-
et al., 2020; Kong et al., 2014; Nguyen et al., 2019; ronmental standards and the life cycle meets renewable
Sultana et al., 2018; Tan et al., 2019). Conceivably, standards. People can actively contribute to a sustainable
Ogiemwonyi (2022) suggested that extra predictive fac- society and present good ethical standards by selecting
tors could be incorporated into the TPB model on the products or services that meet an environmental perfor-
condition that these factors explain green behavioral mance (Ghvanidze et al., 2016). To examine these prac-
intention variance (Ajzen, 1991). In addition, moral obli- tices, different factors make up green behavior influences
gation, and consumer environmental ethics were put in in a different aspects. Moser (2015) conducted a study in
based on the literature suggested by Ajzen (1991), Germany; it focused on the willingness to pay more for
Fishbein and Ajzen (2011), and Ogiemwonyi (2022), to sustainable products. Ogiemwonyi and Harun (2021)
review the all-inclusive understanding of green behavior. conducted a study in Malaysia and focused on contex-
Consequently, previous research has made it clear that tual factors influencing pro-environmental behavior;
contextual environmental factors predict TPB assump- while the model provides evidence for environmental
tions and resulting constructs (Ogiemwonyi, 2022). This concern ‘‘that is, attitude, awareness, green culture and
conforms with Ajzen’s (1991) belief of major assumption behavioural control’’ among young people. A study con-
that attitude toward behavior, intention—willingness to ducted in Taiwan focuses on the behavioral intention of
use, subjective norms—social influence, perceived beha- consumers and perceived behavioral control as essential
vioral control—the probability of interest and other factors (Wu & Chen, 2014). In India, Do Pac xo et al.
interconnecting factors are predictors of behavior. (2019) applied traditional theories to examine green con-
Therefore, the addition of constructs to TPB will sumer behavior and attitude. According to Song et al.
advance the applicability and the body of knowledge in (2019), consumer attitude toward green products will
the context of green marketing. completely increase the prospect of embracing green
behavior; this means the frequency of buying green prod-
ucts will increase conversely and will help build the right
Green Behavior public image in the marketplace. The willingness to use
Unrestrained consumption is the main cause of degrada- green products has influenced consumer green behavior
tion and decay in environmental quality (Ogiemwonyi, when comparing green products as a means of expressing
2022). Society must stick to a practicable level of natural behavior (Ogiemwonyi, Harun, Alam, Karim, et al.,
resource use and at the same time continue to sustain 2020). However, some prior studies do not extensively
environmental quality to attain sustainable survival decode or stress the propensity of green behavior (Gil &
within the society for people and the environment (Chen Jacob, 2018; Kirmani & Khan, 2018; Li et al., 2016),
4 SAGE Open

while others encourage additional factors compelling unifying role and establish environmental decisions when
green behavior (Ogiemwonyi, 2022; Ogiemwonyi & making a choice (Todd, 2004). In other aspects of envi-
Harun, 2021; Wei et al., 2018). In the hope to under- ronmental ethics, these individual roles have been estab-
stand the green consumer market and further examine lished for business decisions transformation (York,
the knowledge gap, this study further investigates addi- 2009), for Islamic teachings (Rice, 2006) and for studying
tional factors by exploring these influences on willingness human society, culture, and their development
to use and consumer environmental ethics. (Kopnina, 2012), as well as for social environmental
action (Chokor, 2018). A commitment to the environ-
ment is expected from green consumers (Todd, 2004).
Consumer Environmental Ethics Therefore, human society must live and meet its needs
Consumer environmental ethics are moral connections without necessarily compromising natural resources.
between the human race and the environment by provid- Thus, awareness of consumer environmental ethics could
ing comprehensive clarification toward nature and its be explored systematically (Schuler et al., 2017). The
resources. Environmental ethics help to address whether willingness to use plant-based/or sustainable products is
ethical connections between humans and the environ- based on the perspective of standard environmental
ment is appropriate; and what is the reality between ethics. Research has shown the connection between envi-
people and nature (Ogiemwonyi, 2022). Consumer envi- ronmental ethics, ethical commitment, business and the
ronmental ethics has ethical values when the society environment (Zaman, 2013). Based on this perspective,
embraces a moral attitude and only when actions are the following hypothesis is stated;
favorable (Tsai & Tsai, 2008). Research on the emer-
gence of environmental ethics has been ongoing where H1. Consumers’ environmental ethics positively influ-
people unify environmental preservation with nature ence consumers’ willingness to use green products.
(Schuler et al., 2017). With the coming of theories of
obligation, researchers have started to examine human
responsibility and the environment along with the issues Environmental Attitude
it possesses. These perspectives have moved from homo- As per TPB, attitude is a psychological agreement that is
centric to non-homocentric values (Tsai & Tsai, 2008). based on the evaluation of the behavior of people to
The developed and developing nations’ action on envi- agree or disagree over an action (Ajzen, 1989). Attitude
ronmental ethics has considered similar development of toward behavior is deduced to be a concomitant of
mô hình
human-centric and non-centric paradigm shifts. For accessible beliefs for behavior and behavioral conse-
instance, the Confucian human principles in primaeval quence (Ajzen & Fishbein, 2005). Environmental atti-
China. The Chinese Buddhist principle ‘‘all life is equal.’’ tudes are leading factors in green behavior studies, and
Confucianism in the Song and Ming ancestries ‘‘the peo- remain a component of how individual behavior is influ-
ple and world as one principle.’’ Some cultures in the enced by the presence of others that encircle social psy-
East, as well as in Nigeria also have the homocentric chology, conative effect and belief between responses
views whereby, they are committed to protecting the and stimulus (Pratkanis et al., 2014). People have a dif-
environment and believe that the environment is consid- ferent environmental attitude on a variety of concepts;
ered an endowment from God to man and live sustain- these could entail people’s actions, beliefs, and objects
ably (Ogiemwonyi & Harun, 2018, p.102). In the on related issues as it affects the environment (Ajzen &
developed nations, there is anthropocentrism, environ- Fishbein, 2005). For example, the concern for the envi-
mental individualism, and environmental holism adopted ronment could be seen as a degree to which people con-
by various people to consolidate environmental philoso- sider themselves to be environmentalists and promote
phy in the developed nation (Tsai & Tsai, 2008). As the environmentalism (Milfont & Sibley, 2016). Consumers’
Confucian philosophy of environment unifies the attitude toward the willingness to use green products
Western perspective and belief, it is regarded to be com- means positive or negative assessment of these products,
parable to gauging environmental philosophy from the that are environmentally friendly (Chen & Chai, 2010;
developed nation on environmental ethics and nature Kautish & Sharma, 2019; Ogiemwonyi & Harun, 2021).
(Chung, 2005). In Nigeria, for instance, the people Environmental attitude can be used to shape human
believe that traditional practices might be helpful to con- behavior and could play a mediating role Ogiemwonyi,
serve the environment and suggest the need to assess the Harun, Alam, and Othman (2020) in the context of green
environment through all cultural practices, values and marketing studies when the intention of consumers is the
beliefs to incorporate environmental ethics and behavior gauge (Ajzen, 2015; Fishbein & Ajzen, 1977). Individuals
(Chokor, 2018; Ogiemwonyi & Harun, 2018, pp. 101– with positive and equitable environmental attitudes have
102). Therefore, individual ethics is considered to play a the potency on the willingness to use green products. A
Alam et al. 5

study conducted among various ethnic groups such as and expect others to engage in pro-environmental beha-
African American, Asian, Hispanic, and White consu- vior; and the willingness to purchase and use the green
mers has shown this path (Wei et al., 2018). While in products. Research has reported that people with high
India similar results were recorded among young adult trust levels are more willing to show commitment toward
consumers (Varshneya et al., 2017). In China, the envi- green products than those with low trust levels due to the
ronmental attitude was an essential factor influencing proneness of self-gain (Eze & Ndubisi, 2013). Whilst, the
green product buying intention (Zhao et al., 2019). green consumer will make a choice that will enable them
Similarly, Ogiemwonyi, Harun, Alam, Karim, et al. and their peers to display environmental consciousness
(2020) found that attitude is one of the leading factors to the society. Social influence has a different perspective.
that influence green product consumption in Malaysia For instance, people in collectivist countries are more
and Nigeria. The study conducted by Eze and Ndubisi receptive to social influence on the willingness to use
(2013), and Tan et al. (2019) reported no compelling evi- green products than people in individualistic countries
dence was found in environmental attitudes among (Maram & Kongsompong, 2007). A study conducted in
young consumers in Malaysia. The study of Mobrezi an individualistic country reports that social influence
and Khoshtinat (2016) reports no significant relationship influences green purchasing behavior (Costa et al., 2014).
between the willingness to use green products and envi- Results from another collectivist country report similar
ronmental attitude. According to Joshi and Rahman findings (Chan & Lau, 2000). In addition, another study
(2015), environmental attitude may not necessarily trans- submitted that there is more need for social influence
late to the willingness to purchase green products, except compliance or similarity in collectivist countries (Hoyer
if the connection is influenced by environmental con- & MacInnis, 2006). Social influence can be considered a
sciousness to indicate the significance of individual com- salient and notable factor in behavioral research because
mitment with regards to ensuring a healthier people tend to seek social approval before using a new
environment to shape buyers’ decision. Sometimes, envi- product (Thøgersen & Zhou, 2012). This recline on the
ronmental attitude shows some inconsistency when con- concept of homophily—‘‘the tendency for people to seek
ceptualized with green behavior (Moser, 2015). In or attract those who are alike to themselves’’; and can be
addition, some research still holds inconsistent conclu- regarded as social dynamics in which people try to dis-
sions concerning the influence of environmental attitudes play similar behavior toward sustainable products
on the willingness to use green products (Wei et al., (Ryan, 2001). The purchasing of green products and the
2018). Despite the significance of environmental attitude willingness to use the products has become a societal
and environmental quality development on economic social norm. However, when products are at the initial or
growth (Ott & Soretz, 2018). Most earlier studies have preparatory stage, people in collectivist countries are
focused on the willingness to pay a premium on green mostly not influenced by social influence (Thøgersen &
products (Kirmani & Khan, 2018; Wei et al., 2018), Zhou, 2012). Sometimes people tend to behave indivi-
while ignoring the aspect of the willingness to use/or con- dualistically in a collectivist society due to a particular
sume, suggesting bias. In our study, we investigate the norm of behavior change. Nevertheless, the influence of
influence of environmental attitude on the willingness to social influence was initially reported in interpreting cul-
use green products toward green behavior. Therefore, tural differences in behavior (Yamagishi et al., 2008).
the hypothesis is proposed; Although, research on social influence is still at the initial
stage in developing nations—especially in Nigeria where
H2. Environmental attitudes toward green products the adoption of the green product is still at the beginning
positively influence consumers’ willingness to use stage. This study further argued that the willingness to
green products. use green products is still at the developing stage in
Nigeria (Ogiemwonyi, Harun, Alam, Karim, et al., 2020)
Social Influence where people have near consumption behavior with a
small impact on social influence. This prospect may be
Social influence refers to social pressure influence on functional in persuading the willingness to use green
behavioral intention (Ajzen, 1991). Social influence can products among the people, given the proclivity of hand-
be evaluated as individual conditions to conform to the ing out information. Based on this perspective, the fol-
expectation of another person as evidence of reality (Eze lowing hypothesis is stated;
& Ndubisi, 2013). Social influence on value adaption of
people is unprofitable when discerning among green con-
sumers and non-green consumers. However, green con- H3. Social influence positively influences consumers’
sumers are more expected to have a significant trust level willingness to use green products.
6 SAGE Open

Moral Obligation aspects of green behavior (Wu & Chen, 2014). Therefore,
Moral obligation could be identified as individual per- consumers are needed to behave responsibly in making a
sonal norms that help in the willingness to use green decision. Based on this perspective, the following hypoth-
products and influence consumer green behavior (Han esis is stated;
et al., 2017; Stern et al., 1999; Thogersen, 2002). Moral
obligation influences an individual to perform or abstain H4. Moral obligation positively influences consumers’
from executing a specific behavior irrespective of the willingness to use green products.
societal outcome and could be regarded as individual
acceptance of a set of values or norms that are interna-
Willingness to Use Green Products
lized (Schwartz & Howard, 1984). In the context of green
marketing and consumer willingness to use green prod- The increasing supply and demand for green products
ucts, the impact of moral obligation has been examined lead to the belief that the environment is an important
in different aspects of green consumerism as a compo- aspect that influences consumer purchase decisions. A
nent of human consumption be it right or wrong utiliza- recent survey shows an increasing concern among consu-
tion of such products (Barbarossa & De Pelsmacker, mers on environmental impact and the willingness to use
2016). Moral obligations have been examined in recy- green products and pay a premium (Michaud & Llerena,
cling, in the severity to promote water conservation and 2011). Many organizations have perceived the purchas-
in the perception of risk relating to nuclear energy (De ing opportunity provided by consumers and have begun
Groot & Steg, 2010; Kantola et al., 1983; Thøgersen, products connected with environmental attributes.
1996). Several studies also examined the impact of moral Green behavior and the willingness to use green products
obligation on the environmental footprint of grocery have led to new market segmentations. However, envi-
purchasing (Panzone et al., 2020, 2021; Thogersen, ronmental protection and sustainable resource efficiency
2002). However, consumer acceptance to use green prod- are the main motivation for individuals’ willingness to
ucts could be a result of self-fulfilment of behaving right, use green products, and an intention to act sustainably
which are ethical when making consumption decisions toward meeting their own needs (Yadav & Pathak,
Shaw et al. (2016) that is based on consumer high mind- 2016). Environmental concern is the feeling and belief to
edness Moisander and Pesonen (2002), and could be a use sustainable products that will ameliorate global eco-
notable influence on behavioral intention of consumers logical issues. However, due to the recent environmental
and the green behavior (Ajzen, 1989; Beck & Ajzen, concerns, consumers tend to use green products and con-
1991). Consumers seek self-perception of morality, which serve nature. Even though some studies highlight the
is inconsonant with the formation of individual personal weakness of green product usage, some have acknowl-
norms violation resulting to positive emotions such as edged its importance to society in the public domain
pride, or negative emotions, such as guilt, and expecta- (Ogiemwonyi & Harun, 2020a). Based on this perspec-
tion (Schwartz & Howard, 1984). Consumers tend to tive, the following hypothesis is stated;
engage in green behavior and use the green product to
control their perception of authority when the aspect of H5. The willingness to use green products positively
their values is unprotected or pressurized. As per influence green behavior.
Schwartz and Howard (1984), personal norms are accel-
erated by moral obligation and concern; it entails the Regarding consumer disposition on the willingness to use
awareness of the positive or negative outcome of beha- green products toward green behavior revealed that a sig-
vior with regards to the personal feeling of commitment. nificant mediating path exists; a study of green marketing
Moral obligation is a tenderness to prosocial behavior toward environmental sustainability indicates a mediat-
on the willingness to use green products (De Groot & ing relationship (Ogiemwonyi, Harun, Alam, & Othman,
Steg, 2010). According to Barbarossa and De Pelsmacker 2020). Nevertheless, environmental issues and challenges
(2016), negative self-seeking behavior influences the have increased, leading individuals to a decisive moment
green buying of non-green consumers while selfless beha- to purchase/or use green products for their basic needs
vior influences the green buying of green consumers. (Barbarossa & De Pelsmacker, 2016; Wei et al., 2018;
Research has suggested that the willingness to use sus- Yang et al., 2021), and a means for expressing pro-
tainable products and moral obligation are significantly environmental behavior (Ogiemwonyi, Harun, Alam,
connected (Moisander, 2007). Although, these aspects Karim, et al., 2020). The willingness to pay more, and
are rarely considered; despite the understanding of the use green products has reflected in environmental bene-
willingness to use green products (Powell et al., 2019), fits while making a purchasing decision that presents
and the moral obligation outcome on green consumers environmental features through consumption patterns
(Barbarossa & De Pelsmacker, 2016), various important (Karatu & Mat, 2015; Kirmani & Khan, 2018; Kong
Alam et al. 7

et al., 2014; Li, Wang et al., 2020). Awareness about the H6. The willingness to use green products mediates
environment plays a major factor and acts as a mediator the relationship between consumers’ environmental
for people to adapt and use green products. People with ethics and green behavior.
high pro-environmental awareness and ethics would H7. The willingness to use green products mediates
show more attitude toward the intention to buy and use the relationship between environmental attitude and
green products (Li, Wang et al., 2020), although social green behavior.
influence (Costa et al., 2014) and moral obligation H8. The willingness to use green products mediates
(Panzone et al., 2020) could play a significant factor in the relationship between social influence and green
mediating these effects (Yadav & Pathak, 2016; Yang behavior.
et al., 2021). For example, in a study conducted in a H9. The willingness to use green products mediates
European nation such as Portugal, the willingness to use the relationship between moral obligation and green
green products show a mediating effect on green beha- behavior.
vior and the green purchasing process (Akehurst et al.,
2012). In another study conducted by Kirmani and Khan Based on the hypotheses, the conceptual model is pre-
(2018), a relationship was found between environmental sented in Figure 1; showing the relationship among the
attitude and the willingness to use green products. latent constructs under investigation.
Sometimes behavioral intention of consumers also plays
a significant role between green attitude and green beha- Research Methodology
vior viz. the willingness to use green products (Taufique
& Vaithianathan, 2018), along with a social representa- Study Population and Data Collection Procedure
tion of the willingness to use green products with con- The study was conducted in the residential area of the
sumer environmental ethical claims (Bartels & Onwezen, Federal Capital Territory of Abuja, Nigeria the most
2014). Research conducted on the propensity of green developed urban center with a large population of both
behavior highlights that consumers’ age, location, and male and female young and adult consumers, thereby
information sources influenced the willingness to use a providing a suitable context for observing consumer
green product (Li et al., 2016). In addition, social influ- environmental ethics and the willingness to use green
ence, consumer environmental ethics and concern, and products. To collect data, a questionnaire survey was
environmental attitude toward green products are the designed from previous studies and was divided into two
basic likelihood for consumer willingness to use green sections. Section A—presents the demographic profile of
products (Mobrezi & Khoshtinat, 2016). Consumers pur- male and female consumers, while section B—presents
chase green products for reasons best known to them the measurement to evaluate consumer environmental
(Berger, 2019), and several studies have highlighted the ethics, environmental attitude, social influence, moral
mediating role—factors that lead to consumer willingness obligation, willingness to use green products and green
to use green products (Wei et al., 2018; Yadav & Pathak, behavior. Based on the research objective, a total of
2016; Yang et al., 2021). In addition, Al Mamun et al. 300 samples were distributed among respondents using
(2018) advocate the mediating role of consumer willing- non-probability (convenience) sampling techniques
ness for environmentally friendly products toward beha- (Malhotra, 2001), and only 250 (83%) were usable. The
vioral attitudes and low-income household essentials. responses meet the minimum sample size for PLS-SEM
The recent debate on the willingness to use green products following Hair et al. (2010) recommendation for seven or
has advocated the performance of a specific sustainable fewer latent constructs with each construct having three
behavior (Ogiemwonyi, 2022). However, the role of the or more items on a minimum sample size of 150. The
willingness to purchase sustainable products among consu- non-probability sampling technique is an inexpensive
mers was found significant in previous studies that have and low-cost practice for collecting data within a
examined similar factors in a different context (Biswas & required specified period Salkind and Rainwater (2006)
Roy, 2016). Therefore, the current study put forward some and has been adopted by a previous study (Peterson &
investigation on the influence of the willingness to use Merunka, 2014).
green products, which has been argued (Kirmani & Khan,
2018). In the Nigeria scenario, the mediating role of the
willingness to use green products in the relationship Measures
between consumer environmental ethics, environmental The questionnaire was developed using scales from dif-
attitude, social influence, moral obligation, and green ferent past studies (see Table 2). The measurement of the
behavior has not yet been tested. Based on these research construct was measured on 5-point Likert scales as
gaps, the authors form the following hypothesis; 1 = strongly disagree and 5 = strongly agree. Measures
8 SAGE Open

Figure 1. Conceptual model showing the causal relationship between variables.

for consumer environmental ethics are adapted from the showing increasing demand for green product. Green
scale developed by Tsai and Tsai (2008). There is three behavior measures are adapted using recent scales from
environmental ethics measure that will help to test the the work of Ogiemwonyi (2022). The five measures for
importance of conceptual environmental values and the green behavior will help to check the ability of how con-
surrounding issues associated with the environment on sumer shows effort in minimizing harm to the environ-
the policies to protect and sustain biodiversity. ment through their consumption pattern.
Environmental attitude measures are adapted from a
scale developed by Chaudhary and Bisai (2018). The
four-measure from environmental attitude will help to Results
determine consumers’ preference for green products and The study utilized Partial Least Squares Structural
their opinion regarding the importance of sustainable Equation Modeling (PLS-SEM) to examine the nine
products to protect the environment. Lee (2008) establish developed hypotheses that were model reflective using
scales to measure social influence. And this study SmartPLS3. The study uses PLS-SEM because it can
adapted Lee’s (2008) work for developing the measure address multiple dependencies associated with high sta-
for social influence construct. The main aim of the mea- tistical efficiency (Ringle et al., 2020). Also, we applied
sure is to check any change in consumer thoughts or feel- SPSS 22 to calculate the demographic data (see Table 1).
ings caused by other people to influence their decision. The study examines consumer environmental ethics,
Moral obligation measures are adapted from Barbarossa environmental attitude, social influence, moral obliga-
and De Pelsmacker (2016). The three measures are mea- tion as independent variables, willingness to use green
suring consumer obligation that arises when using a products as a mediator, and also plays the role of influ-
product in consideration of being right or wrong to pur- encing variable to the independent variables and same
chase the green product to non-green product in a view time to the dependent variable of green behavior.
to protecting the environment. The willingness to use
green products is adapted from the work of Wei et al.
(2018). The three measures are estimating consumer will- Common Method Variance
ingness and demand to use the green product for the This study has employed Harman’s One-Factor Test to
long term. The measure also justifies why consumer find the common method bias (Podsakoff et al., 2003).
spends time selecting green product as a means of However, the analysis implied not a severe issue of
Alam et al. 9

Table 1. Respondent Profile. adequate threshold of .0.50, and (iv) the discriminant
validity procedure using Fornell-Lacker and Heterotrait-
Sample Percentage of Monotrait Ratio (HTMT) method (Hair et al., 2017).
characteristics Categories Frequency respondent
Further, the results presented in Table 2 show that the
Gender Male 111 44.4 internal consistency of the measures used, Cronbach’s
Female 139 55.6 Alpha (CA) and composite reliability (CR) ranged from
Age Below–25 18 7.2 (0.774 to 0.896), (0.873 to 0.928) respectively, thus sur-
25–34 60 24
passing the 0.70 cut off in all the cases (Hair et al., 2017).
35–44 64 25.6
45–55 95 38 For convergent validity, the factor loadings (FA) of all
Above– 55 13 5.2 the items and the average variance extracted (AVE) were
Occupation Employee 66 26.4 conducted. Convergent validity was confirmed because
Self-employed 49 19.6 all the items’ loading was more than 0.6 (Hulland, 1999)
Business 59 23.6
Students 62 24.8
and the AVE for all the constructs was more than 0.5
Other 14 5.6 thresholds (Hair et al., 2017). All the mentioned results
Income Below– ¼
N 50,000 18 7.2 are presented in Table 2.
¼
N 50,001– ¼N 100,000 60 24 The discriminant validity was established in this study
¼
N 100,001–150,000 58 23.2 using two methods; Fornell and Larcker (1981) and
¼
N 150,001– ¼N 200,000 20 8
Above– ¼N 200,001 94 37.6 Heterotrait-Monotrait Ratio (HTMT) proposed by
Level of High school degree 13 5.2 Henseler et al. (2015). First, the Fornel-Larcker is calcu-
education Diploma degree 76 30.4 lated based on the average variance shared between con-
Bachelor certificate 130 52 structs, and the square root of (AVE) should be higher
Master degree 23 9.2 than its correlation with other variables (Fornell &
PhD degree 8 3.2
Larcker, 1981). The Fornell-Larcker provides the output
based on the square root of AVE in diagonals and the
correlations below it. The outcome shows that the latent
common method variance in this study. If the total var- constructs attain adequate discriminant validity consid-
iance for a single factor is less than 50%, it suggests that ering the square root of the (AVE) which are significant
CMV does not affect the data. For the current study, the to the correlations off-diagonal in the constructs. Table 3
total variance was 27.93% which is less than 50% con- gives the square root of (AVE) in the diagonal cells and
form no CMV exists in the study data (Podsakoff et al., their below values are the correlations. Each diagonal
2003). value which is the square root of (AVE) was higher than
the corresponding correlations below it which indicated
that the discriminant is achieved.
Demographic Profile Secondly, the Heterotrait-Monotrait Ratio (HTMT)
The demographic profile of 250 respondents is presented is another criterion for evaluating the discriminant valid-
in Table 1. The sample shows a frequency of 111 (44.4%) ity. Henseler et al. (2015) proposed the HTMT method
and 139 (55.6%) representing male and female consu- which confirms discriminant validity between each pair
mers respectively. The majority of the participant is of variables if the correlation values are less than .90.
between 45 and 55 years of age representing (38%), and Table 4 present the HTMT values are below the thresh-
have received a sizeable household income of ¼N 200,001 old of 0.90. thereby fulfilling the discriminant validity.
and above representing (37.6%) of the participant, and
they have obtained their bachelor’s degree (52%). The
majority representing 66 (26.4%) are employees, while Results for Structural Model Assessment
24.8% and 23.6% are students and business owners In structural model assessment, five criteria for asses-
respectively. sing the Structural Model (SM) using PLS-SEM were
observed (Hair et al., 2017). In the initial stage of
assessment, it is important to address the latent colli-
Results for Measurement Model Assessment nearity issues (VIF). It is important to assess the signif-
In assessing the reflective measurement model, four-step icance and relevance of the structural model
were followed; (i) the assessment of internal consistency relationship. Further, the study also assessed the level
through composite reliability of an adequate value of of variance explained by the dependent variable (R2),
.0.70, (ii) the indicator reliability of an adequate load- the level of effect size (f2), and the predictive relevance
ing of .0.4, (iii) the assessment of convergent validity (Q2). Moreover, the assessment of corresponding t-val-
through average variance extracted (AVE) with an ues of the path coefficient via bootstrapping with 5,000
10 SAGE Open

Table 2. Measures of Constructs.

Factor
Construct Description loading AVE CR CA

Consumer Tsai and Tsai (2008) .762 .905 .843

Environmental 1. I obey environmental law and ethics. .908
ethics 2. I am an active member of an environmental organization. .914
3. I prefer to buy products that are produced according to fair trade .791
standards.
Environmental Chaudhary and Bisai (2018) .756 .925 .892
Attitude 1. I like the idea of purchasing green products for health benefits. .916
2. Purchasing green products is a good idea for the environment. .906
3. I have a favorable attitude toward buying a green version of a product. .834
4. Green product I decide to purchase is safe to use. .818
Green Behavior Ogiemwonyi (2022) .690 .917 .885
1. I prefer purchasing EPA-certified products. .804
2. I prefer choosing a product causing lesser pollution. .915
3. I prefer choosing energy-saving products. .828
4. I prefer choosing environmentally friendly products. .896
5. I prefer choosing products with environmental benefits. .691
Moral Obligation Barbarossa and De Pelsmacker (2016) .751 .900 .833
1. I would feel guilty if I purchase non-green products that cause damage. .900
2. I feel buying products that damage the environment is morally wrong. .869
3. I feel morally obligated to purchase green products. .828
Social Influence Lee (2008) .764 .928 .896
1. I learn about environmentally friendly products from my friends. .816
2. I learn about environmental issues from my friends. .906
3. I often purchase environmentally friendly products with my friends. .857
4. I often share information regarding green products with my friends. .914
Willingness to Use Wei et al. (2018) .702 .873 .774
Green Products 1. I am willing to spend considerable time buying green products. .926
2. I am willing to use products made from recycling materials. .931
3. I always prefer to use environmental products over others. .617

Note. CR = composite reliability; AVE = average variance extracted;

CA = Cronbach’s alpha.

Table 4. Discriminant Validity for Heterotrait-Monotrait Ratio

Table 3. Discriminant Validity for FORNELL-Larcker Procedure. (HTMT) Procedure.

Constructs CEE EA GB MO SI WUGP Constructs CEE EA GB MO SI WUGP

CEE 0.873 CEE

EA 0.279 0.869 EA 0.320
GB 0.386 0.673 0.831 GB 0.459 0.748
MO 0.237 0.557 0.552 0.866 MO 0.278 0.639 0.642
SI 0.292 0.476 0.569 0.763 0.874 SI 0.329 0.530 0.636 0.886
WUGP 0.388 0.567 0.596 0.522 0.398 0.838 WUGP 0.491 0.657 0.722 0.634 0.457

Note. The off-diagonal values are the correlations between latent variables, Note. The value on the diagonal (bolded) is the square root of the AVE
and the diagonal is the square root of AVE. GB = green behavior; while the off diagonal is a correlation. GB = green behavior;
WUGP = willingness to use green products; CEE = consumer WUGP = willingness to use green products; CEE = consumer
environmental ethics; EA = environmental attitude; SI = social influence; environmental ethics; EA = environmental attitude; SI = social influence;
MO = moral obligation. MO = moral obligation.

resamples. The results of (R2), effect size (f2), collinear- medium and weak effects such that environmental atti-
ity (inner VIF), and predictive relevance (Q2) has been tude exerts a medium effect of (f2 = 0.217) in explain-
presented in Table 5. However, all the results of (R2) ing the variance of green behavior, consumer
revealed substantial; meaning the model can explain environmental ethics (f2 = 0.025), social influence
58% of the total variance on factors influencing green (f2 = 0.074), moral obligation (f2 = 0.001), willingness
behavior; thus PLS-Algorithm was used to obtain the to use the green product (f2 = 0.075) exert a weak
value of (R2) as presented in Figure 2. The (f2) shows effect in explaining the variance of green behavior as
Alam et al. 11

Table 5. Assessment of the Structural Model.

R2 Endogenous variables R2 R2 Adjusted 0.26: Substantial, 0.13:

Green behavior .589 .581 Moderate, 0.02: Weak
Willingness to use green products .434 .424
Effect size Exogenous variables Green Willingness to use 0.26: Substantial,
(F2) Behavior green products 0.13: Medium effect, 0.02: Weak
Consumer environmental ethics .025 .088 effect
Environmental attitude .217 .150
Moral obligation .001 .079
Social influence .074 .008
Willingness to use green products .075
Collinearity Exogenous variables Green Willingness to use VIF < 3.0
(Inner VIF) Behavior green products
Consumer environmental ethics 1.225 1.126
Environmental attitude 1.731 1.506
Moral obligation 2.926 2.711
Social influence 2.502 2.482
Willingness to use green products 1.766
Predictive Endogenous variables CCR CCC Value larger than 0 indicates
Relevance Green behavior .401 0.539 Predictive Relevance
(Q-Square) Willingness to use green products .296 0.436

presented in Table 5. The collinearity was less than 3, threshold values. Likewise, the prediction of (H8) (Social
indicating no collinearity issue in the model. The pre- Influence ! WUGP ! Green Behavior)–(b-value =
dictive relevance (Q2) for endogenous variables were 2.025, p-value = .106) is rejected and reveals no mediat-
0.539 and 0.436, higher than 0 indicating adequate pre- ing effect in the relationship between social influence and
dictive relevance in the model (Hair et al., 2017). green behavior through the willingness to use green
Furthermore, Table 6 presented the proposed hypoth- products as the p-value is higher than 0.05. In addition,
eses and must be supported at p \ .05 and t . 1.96 (Hair zero exists in between LL and UL; as the LL and UL are
et al., 2017). Result for the first prediction (H1) examines negative confirming no mediation effect. Results are pre-
the relationship between consumers’ environmental sented in Table 6 and represented in Figure 3.
ethics and willingness to use green products (b-value =
.237, p-value = .000) is supported. Similarly, (H2) exam-
ines environmental attitude (b-value = .357, p-value = Discussions
.000) is supported. However (H3) examines social influ- The study is formed in conformity with the theory of
ence (b-value = 2.107, p-value = .095) is rejected, as the planned behavior (TPB) model by Ajzen (1991), in effi-
p-value is higher than 0.05. (H4) examines moral obliga- cacy to the willingness to use green products ‘‘intention,’’
tion (b-value = .349, p-value = .000) is supported. In consumer environmental ethics, environmental attitude,
extension to that, (H5) examines the relationship between social influence, moral obligation, and green behavior.
willingness to use green products and green behavior (b- The model shows an explanatory strength of 58% of the
value = .234, p-value = .001) is supported. total variance on factors influencing green behavior. As
The study also tested the mediating role of ‘‘willing- proposed, consumer environmental ethics, environmental
ness to use the green product’’ on the model using Boot- attitude, and moral obligation positively influence the
strapping techniques with 5000 subsamples (Hair et al., willingness to use green products, which eventually influ-
2017). As per the mediation in H6 (CEEthics ! WUGP ence green behavior. Consumer decision toward the will-
! Green Behavior) - (b-value = .055, p-value = .005), ingness to use green products is based mainly on the
H7 (EA ! WUGP ! Green Behavior)–(b-value = .084, beliefs, moral obligations and environmental ethics relat-
p-value = .020), H9 (Moral Obligation ! WUGP ! ing to the benefit of green products which lead them to
Green Behavior)–(b-value = .082, p-value = .010) is sup- consumption that established the relationship found
ported, meaning willingness to use green products act (Prentice et al., 2019). These findings also support the
perfectly as a mediator between these relationships. study conducted by Hojnik et al. (2019). The study shows
Revealing significant mediating influence on the willing- that consumer environmental ethics play a unifying role
ness to use green products in the relationship between in promoting green behavior. The manifestation of signif-
consumer environmental ethics, environmental attitude, icant influence shows that moral obligation is relevant to
moral obligation and green behavior as the level of environmental safety and could be related to the relation-
acceptance of p-value \ .05 and t-value . 1.96 meet the ship between environmental attitude and green behavior.
12 SAGE Open

Figure 2. Measurement model with outer loadings and AVE values from PLS-Algorithm.
Note: that is, *p\.1. **p\.05. ***p\.01.

Table 6. Path Coefficient (Direct Effect) and (Indirect Effect) Result.

Hypotheses Beta/OS LL UL T p Decision

H1: CEEthics ! WUGP 0.237 0.113 0.335 4.096 .000 Supported

H2: EA ! WUGP 0.357 0.192 0.509 4.268 .000 Supported
H3: Social Influence ! WUGP 20.107 20.236 0.012 1.673 .095 Rejected
H4: Moral Obligation ! WUGP 0.349 0.191 0.492 4.346 .000 Supported
H5: WUGP ! Green Behavior 0.234 0.100 0.395 3.203 .001 Supported
H6: CEEthics ! WUGP ! Green Behavior 0.055 0.025 0.103 2.823 .005 Supported
H7: EA ! WUGP ! Green Behavior 0.084 0.035 0.177 2.330 .020 Supported
H8: Social Influence ! WUGP ! Green Behavior 20.025 20.068 20.002 1.617 .106 Rejected
H9: Moral Obligation ! WUGP ! Green Behavior 0.082 0.032 0.152 2.587 .010 Supported

Note. OS = original sample; LL = lower limit; UL = upper limit; significant; *p\.05

Note. GB = Green behavior, WUGP = Willingness to use green products, CEE = Consumer environmental ethics, EA = Environmental attitude, SI = Social
influence, MO = Moral obligation.
Alam et al. 13

Figure 3. Structural model with inner model t-values.

The study predicted that moral obligation will posi- As anticipated, environmental attitude positively
tively influence the willingness to use green products, in influences the willingness to use green products and even-
ensuring this reality; support the study conducted by tually supports green product use and adoption. A simi-
Joshi and Rahman (2015). In their studies, they found lar result was found in a study conducted by Varshneya
that consumer social responsibility and environmental et al. (2017). Results from the study decode consumer
burden influence their decision to buy and use green willingness to use green products and a previous study
products. Thus, this could be attested to the fact that conducted (see e.g., Kirmani & Khan, 2018) shows simi-
consumers may feel guilty for not buying a green prod- lar findings. According to Joshi and Rahman (2015), the
uct and their moral obligation to the environment may majority of green consumers usually linked green product
bind the course of action demanded, and the concern attributes to the environmentally friendly manufacturing
have some level of importance on sustainable develop- process. However, to be forthright, the willingness to use
ment and the consumer environmental ethics perspective green products is strongly influenced by environmental
(Baynova et al., 2019). Further, consumers feel green attitudes or concerns from consumers (Ogiemwonyi &
products will protect them against health and environ- Harun, 2021). Apart from consumers’ concern, attitude
mental risk, such beliefs motivate them to engage in toward the willingness to use green products means con-
green consumption (Liang, 2016). serving the environment, protecting the environment and
14 SAGE Open

optimizing natural resources that influence the attitude The study also found a positive relationship between
to utilization. Our study shows that environmental atti- willingness to use the green product and green behavior.
tude is a lasting assessment for the consumer to show Although, there is doubt if willingness to use the green
willingness in using the green products. product will lead to green behavior which remains a dis-
Unexpectedly social influence does not show any sig- course among researchers (Jaiswal & Kant, 2018;
nificant influence on the willingness to use green prod- Kirmani & Khan, 2018). The willingness to use green
ucts, although contradicts our study assumption; but is products is expressed by the consumer for the good-
consistent with the study conducted by Varshneya et al. natured of the environment. Such consumer willingness
(2017) which also shows no significant impact. This is in influences the purpose to buy green products (Chan &
contrast to the observation made by Costa et al. (2014), Lau, 2000; Dagher & Itani, 2014). This implies consu-
and (Chan & Lau, 2000). The result may be due to con- mers are not only feeling anxious about environmental
sumers in developing nations like Nigeria are not influ- quality but also about the consequence of green product
enced or motivated by social norms. Sometimes purchase that is connected with their buying decision.
consumers tend to behave unconventionally until there is Previous studies have established a similar relationship
no standard set-in consumption pattern. However, between consumer willingness to green behavior (Lai &
Yamagishi et al. (2008) report a positive result. In their Cheng, 2016). This study further shows that willingness
study, they found that consumers from collectivist societ- to use green products is a predictor of green behavior in
ies are disposed to social influence. It can be stated that environmental research. The study also examines the
social influence is not an influencing factor to consumers mediating effect of willingness to use green products and
to use green products which is still at the initial stage for found a positive indirect relationship between consumer
consumers use. The rationale for this might be that the environmental ethics, environmental attitude, and moral
willingness to use green products will take a longer time obligation on green behavior. Examining these aspects of
before it will be accepted as a social norm. While some mediation in the study constitutes a major significant
consumers do not need social influence or public demon- aspect of the study which supports the extended TPB
stration to use green products, some will buy green prod- model and falls within the lines of previous studies (Al
ucts due to the individual level reason such as health and Mamun et al., 2018; Beck & Ajzen, 1991; Kai & Haokai,
environmental benefit as well as safety and sustainability 2016; Maichum et al., 2016; Yadav & Pathak, 2016).
and not necessarily due to social influence. This shows consumers’ proclivity to consume green
Similarly, the extension of moral obligation in this products is important to attain sustainable development.
study exerted a positive influence on willingness to use This further reflects consumer indirect impact on green
green products. This means moral obligation boosts the product usage which is in agreement with TPB (Ajzen,
variance in the willingness to purchase and use green prod- 1991).
ucts, which suggests the moral consideration of green
behavior. This is consistent with the study conducted by
Petschnig et al. (2014). When consumers feel morally obli- Theoretical Implications
gated to safeguard and preserve the environment, the This study is the first to empirically investigate consu-
change will result in stronger adoption of green product mers’ environmental ethics and the willingness to use
utilization. These findings are similar to studies conducted green products in the Nigerian context with the applica-
on environmental topics and green marketing that applied tion of the TPB which is fundamental to strengthening
TPB (Chan & Bishop, 2013; Chen & Tung, 2014; López- green behavior teaching and practices in academics, espe-
Mosquera et al., 2014). Thus, provide satisfactory support cially in Nigeria. Our study provides evidence that exam-
for the moral concept in contributing to considerable ines the willingness to use green products as a mediator
knowledge of green behavior in the environmental context toward green behavior; these findings extend insights
on willingness to use green products (López-Mosquera toward current assumptions underlying the precept of
et al., 2014). Moral obligation is an underlying factor TPB and green behavior adoption. The study deepens
when consumers are suggesting environmental supportive previous insights that examine the predictive role of green
decisions. This is noted by Ajzen (1991), apart from social behavior factors in understanding consumer environmen-
pressure and other factors from the TPB framework in tal ethics. The TPB used in the study helps to establish
predicting the behavior of consumers. However, such the validity of green behavior and attitude prediction
behavioral prediction may be specific which conforms with with the role of consumer environmental ethics, social
moral obligation as an additional factor of intention for influence, moral obligation and willingness to use the
green products. The study shows that moral obligation green product in the Nigeria context through the addi-
toward willingness to use green products has the highest tion and supportability of the predictive factors on TPB
impact (b-coefficient: 4.346) on green behavior. model. Previous studies have not utilized these factors in
Alam et al. 15

green behavior studies in the Nigeria context; thus, this environmental ethics on willingness to use green products
makes the conceptual model distinctive which has not and promote green behavior. The study helps policy-
been yet been tested in developing nations like Nigeria. makers to enhance public sensitivity toward global envi-
Although a few studies have been conducted in other ronmental issues and further ameliorate consumer
developed and developing countries (Bartels & Onwezen, preference toward the willingness to adopt green prod-
2014; Kautish & Sharma, 2020), they have not discussed ucts. Although, the willingness to use green products will
the efficacy of social influence in linking the willingness help in the growth of the green business. Government
to use green products toward green behavior validity and green managers can adopt policies and strategies that
despite the ethical claim observed in their study. The will promote environmental ethical standards improve
findings recorded add an up-to-date perspective on litera- green consumerism and encourage social norms. In addi-
ture that examines willingness to use green products that tion, the study has established these facts as an action
are characterized by green behavior which is to a great plan for promoting green product consumption in devel-
extent limited in the study context. The research builds oping markets. Policymakers will learn to understand the
on previous findings thereby deepening the understand- impact of factors that help sustain sustainable consump-
ing of green behavior factors while providing insights for tion keeping in mind the importance and role of environ-
result-driven intervention as a focal point to improve mental ethics, the attitude of consumers, social influence
green product use. Understanding consumer environ- and moral obligation. Although environmental ethics
mental ethics and consumer willingness to use green and moral norms are completely similar, their distribu-
products is important but has not been properly speckled tive influence will help build sustainable consumption
in green marketing studies. Our study is among the earli- and brand sustainable product for consumers. Thus, the
est to first examine pro-environmental actions that can findings will serve as a guild for marketers who plan to
alleviate the environmental effects of consumer attributes penetrate the Nigerian market in strategizing an effective
(such as environmental ethics, willingness to use green marketing approach which will encourage the consumer
products, social influence and moral obligation) in the to use green products and embrace green behavior.
Nigerian context. Furthermore, our study provides insight into how social
The study affirms consumer environmental ethics in norms can be implemented in emerging markets. When
explaining consumer behavior and willingness for green consumers do not consider social influence as a predomi-
products. Green products vary from conventional prod- nant willingness to use green products, then practitioners
ucts due to their reliance on design, benefits and durabil- and green marketers should put in some consideration to
ity. Our study shows that consumers are motivated to change the mindset of consumers. Practitioners should
utilize green products while the need to pay more could take up social media because consumers are more com-
translate into environmental concerns influencing green placent and confident to share information with the
behavior. This finding is interesting for the advancement medium than relying on friends to learn about environ-
of theoretical implications to bolster green behavior mental issues and good ethical standards. Practitioners
initiatives in academics. Furthermore, we provide evi- should learn that adjusting the breach existing between
dence that contributes to environmental ethics literature consumers’ heed and consumption practice requires col-
by showing consumer usefulness in the context of green lective effect from the society, government, and various
behavior. Consequently, these constructs established a institutions/or organizations through the promotion of
direct influence on willingness to use green products awareness regarding the environment to advance green
which are considered the positive role of individual con- consumption and willingness to use green products.
sumers with the nexus of positive green behavior. Various seminars and campaigns can behold to promote
Although our study complements prior findings and the green products and highlight the special attribute and
role of consumers has been established in environmental values of these products. Environmental topics should be
ethics (York, 2009), very few studies exist on the quanti- introduced to enhance the knowledge and understanding
tative aspect of willingness to use green products. of the willingness to use green products (Ogiemwonyi &
Therefore, it is important to contribute verifiable evi- Harun, 2020b); thus, the implementation of standard
dence concerning green behavior and the willingness to operating procedures should be enhanced among green
use green products, providing an insight into green mar- markers to maintain moral obligation and environmental
keting study. ethics as well as the attitudinal level among individuals.

Managerial Implications Limitations and Future Research

The study results shed light on managerial insights for The study is based on the quantitative aspect of cross-
practitioners to formulate policies to enhance consumer sectional data. This may not help in coming to a final
16 SAGE Open

judgment due to the causal relationship as the findings Ajzen, I., & Fishbein, M. (2005). The influence of attitudes
are limited to the area of context. However, this model on behaviour. In D. Albarracı́n, B. T. Johnson, & M. P.
can be recreated in another context with a specific on Zanna (Eds.), The Handbook of Attitudes (pp. 173–221).
green and non-green products for a better understanding Erlbaum.
of environmental ethics. In our study, the mediating Akehurst, G., Afonso, C., & Martins Goncxalves, H. (2012).
Re-examining green purchase behaviour and the green con-
effect of willingness to use green products was examined;
sumer profile: New evidences. Management Decision, 50(5),
future research should consider studying consumer par- 972–988.
ticipation, and perceived effectiveness as well as demo- Alamsyah, D. P., & Febriani, R. (2020). Green customer beha-
graphic attributes which may have a measurable viour: Impact of green brand awareness to green trust. Jour-
influence in understanding consumer environmental nal of Physics Conference Series, 1477(7), 072022.
ethics and green behavior of consumers (Vicente-Molina Al Mamun, A., Fazal, S., Ahmad, G., Yaacob, M., & Moha-
et al., 2018). Future research can also focus on investi- mad, M. (2018). Willingness to pay for environmentally
gating green behavior concerning knowing the impact of friendly products among low-income households along
religion on consumer environmental ethics. This will help coastal Peninsular Malaysia. Sustainability, 10(5), 1316.
to ascertain how various religions support environmental Amatulli, C., De Angelis, M., Peluso, A. M., Soscia, I., &
ethics. Although the TPB was applied in this study which Guido, G. (2019). The effect of negative message framing on
green consumption: An investigation of the role of shame.
offers insightful findings, the addition of perceived beha-
Journal of Business Ethics, 157(4), 1111–1132.
vioral control and subjective norms from the TPB model Aranti, S. P., & Yenita, Y. (2020). Knowledge as a predictor for
may provide a supplementary understanding and should visit behavioural intention with attitude and trust as media-
be considered in future studies. Furthermore, the gener- tor (study of green tourism destination in West Sumatra).
alization of the findings could be limited to the study Knowledge as predictor for visit behavioural the intention
context since the study applied a sample size of 250 and with attitude and Trust as mediator (Study of Green Tour-
not a representation of the entire population from the ism Destination in West Sumatra). Talent Development &
dispersed population (Ogiemwonyi, 2022). Research is Excellence, 12(1), 3201–3216.
encouraged to use a larger population with more repre- Barbarossa, C., & De Pelsmacker, P. (2016). Positive and nega-
sentativeness of different groups in future. tive antecedents of purchasing eco-friendly products: A com-
parison between green and non-green consumers. Journal of
Business Ethics, 134(2), 229–247.
Declaration of Conflicting Interests Bartels, J., & Onwezen, M. C. (2014). Consumers’ willingness
The author(s) declared no potential conflicts of interest with to buy products with environmental and ethical claims: The
respect to the research, authorship, and/or publication of this roles of social representations and social identity. Interna-
article. tional Journal of Consumer Studies, 38(1), 82–89.
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ern estimate of environmental ethics and sustainable devel-
Funding opment issues. In L. V. Grigorievich & M. R. Markovic
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