PERSONAL NORMS AND GREEN SELF-EFFICACY: DRIVERS OF SUSTAINABLE CONSUMPTION AMONG ECUADORIAN CENTENNIALS
DOI:
https://doi.org/10.37135/kai.03.16.04Keywords:
Sustainable consumption, consumer behavior, personal values, Generation Z, eco-friendly products, purchasing motivationAbstract
This research analyzes the factors that determine the purchase intention of organic products among Ecuadorian centenarians. A structured questionnaire with 22 Likert-scale items was administered to a non-probability sample of 172 consumers, and variance-based structural equation modeling (PLS-SEM) was used for the analysis. The results show that personal norms and green self-efficacy directly influence purchase intentions. The mediating role of warm glow and the influence of pride on personal norms were also identified. The conclusion is that positive emotions and ethical principles are key determinants of sustainable consumption.
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