Relationship between Self-Transcendence Value and Ethical Purchase Intention: The Role of Moral Obligation and Perceived Behavioural Control
International Journal of Research and Innovation in Social Science September 18, 2025 Wei Li, Norris Syed Abdullah
The expansion of the global economy has improved living standards but has also brought significant ecological and social challenges, highlighting a notable gap between consumer ethical concerns and actual purchasing behaviours. Although awareness of ethical issues has increased, traditional factors such as price and quality still largely dominate consumer decisions, limiting the translation of...