Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology

This research builds upon Hunt and Vitell's ethical decision-making model to examine consumers' engagement in green behaviors. Using survey data collected from Hong Kong and the United States and with structural equation modelling and bootstrap analyses, it shows that consumers' prevention focus and promotion focus positively affect their ethical idealism (βHK,US = 0.29, 0.19) and relativism (βHK,US = 0.15, 0.21), respectively. Furthermore,...