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,…