Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention
Consumer behavior evolves unexpectedly, and understanding new perspectives according to market trends is a key factor in identifying the most commonly recurring consumption demands. In this context, this study aimed to examine the associations among green consumption orientation, consumer ethical be...
Guardado en:
| Autores principales: | , |
|---|---|
| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
|
| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) Ver en el sistema de origen |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| _version_ | 1881700511502041088 |
|---|---|
| author | Miluska Villar-Guevara Dany Yudet Millones-Liza |
| author_browse | Dany Yudet Millones-Liza Miluska Villar-Guevara |
| author_facet | Miluska Villar-Guevara Dany Yudet Millones-Liza |
| author_sort | Miluska Villar-Guevara |
| collection | Producción científica |
| description | Consumer behavior evolves unexpectedly, and understanding new perspectives according to market trends is a key factor in identifying the most commonly recurring consumption demands. In this context, this study aimed to examine the associations among green consumption orientation, consumer ethical beliefs and green purchasing intention. Based on a quantitative and explanatory study with the participation of 411 Peruvian consumers, this study demonstrated that green consumption orientation has a direct and negative association with consumers' ethical beliefs, while green consumption orientation has a direct and positive association with green purchasing intention. Finally, green purchasing intention has a direct and negative association with the ethical beliefs of Peruvian consumers. These findings reveal a reconfiguration of the ethical framework of Peruvian consumers, where green consumption orientation acts as a catalyst for the intention to purchase eco-friendly products, but at the same time generates tensions with traditional ethical beliefs. This phenomenon suggests that consumers are developing new value systems that prioritize environmental sustainability over conventional ethical considerations, which represents both a challenge and an opportunity for companies seeking to position themselves in the green market. |
| format | Article |
| id | openalex:W7167483241 |
| institution | UPeU |
| language | English |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| record_format | dspace |
| spelling | openalex:W7167483241Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing IntentionMiluska Villar-GuevaraDany Yudet Millones-Lizagreen purchase intentionsustainable productsconsumer behaviorCOVID-19 pandemicenvironmental sustainabilityPeruvian consumersgreen marketsEnvironmental Sustainability in BusinessConsumer behavior in food and healthSustainable Supply Chain ManagementConsumer behavior evolves unexpectedly, and understanding new perspectives according to market trends is a key factor in identifying the most commonly recurring consumption demands. In this context, this study aimed to examine the associations among green consumption orientation, consumer ethical beliefs and green purchasing intention. Based on a quantitative and explanatory study with the participation of 411 Peruvian consumers, this study demonstrated that green consumption orientation has a direct and negative association with consumers' ethical beliefs, while green consumption orientation has a direct and positive association with green purchasing intention. Finally, green purchasing intention has a direct and negative association with the ethical beliefs of Peruvian consumers. These findings reveal a reconfiguration of the ethical framework of Peruvian consumers, where green consumption orientation acts as a catalyst for the intention to purchase eco-friendly products, but at the same time generates tensions with traditional ethical beliefs. This phenomenon suggests that consumers are developing new value systems that prioritize environmental sustainability over conventional ethical considerations, which represents both a challenge and an opportunity for companies seeking to position themselves in the green market.Articlehttps://doi.org/10.3390/bs16071126https://www.mdpi.com/2076-328X/16/7/1126/pdf?version=1783323656W7167483241enBehavioral Sciences2076-328X2026-07-06 |
| spellingShingle | green purchase intention sustainable products consumer behavior COVID-19 pandemic environmental sustainability Peruvian consumers green markets Environmental Sustainability in Business Consumer behavior in food and health Sustainable Supply Chain Management Miluska Villar-Guevara Dany Yudet Millones-Liza Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention |
| title | Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention |
| title_full | Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention |
| title_fullStr | Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention |
| title_full_unstemmed | Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention |
| title_short | Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention |
| title_sort | evaluating the ethical beliefs of the peruvian consumer after the covid 19 pandemic an approach from the perspective of green consumption orientation and green purchasing intention |
| topic | green purchase intention sustainable products consumer behavior COVID-19 pandemic environmental sustainability Peruvian consumers green markets Environmental Sustainability in Business Consumer behavior in food and health Sustainable Supply Chain Management |
| topic_facet | green purchase intention sustainable products consumer behavior COVID-19 pandemic environmental sustainability Peruvian consumers green markets Environmental Sustainability in Business Consumer behavior in food and health Sustainable Supply Chain Management |
| url | https://doi.org/10.3390/bs16071126 https://www.mdpi.com/2076-328X/16/7/1126/pdf?version=1783323656 |
| work_keys_str_mv | AT miluskavillarguevara evaluatingtheethicalbeliefsoftheperuvianconsumerafterthecovid19pandemicanapproachfromtheperspectiveofgreenconsumptionorientationandgreenpurchasingintention AT danyyudetmillonesliza evaluatingtheethicalbeliefsoftheperuvianconsumerafterthecovid19pandemicanapproachfromtheperspectiveofgreenconsumptionorientationandgreenpurchasingintention |