Pathways to ethical consumption: the effects of altruism, self-identity, and ascribed responsibility

Purpose Scholars have emphasized making consumers ecologically conscious in their consumption decisions. Likewise, it is vital to investigate the precursors that guide or serve as a road map for consumers to make wise choices. This study aims to examine the intricate interplay of motives (altruism, value consciousness and self-identity) that influence ethical consumption in Pakistan’s hospitality industry. This study also assessed attitudes, ascribed responsibility as a mediator and environmental protection emotions as a boundary condition. Design/methodology/approach The data were collected from 522 individuals, and meticulous analysis was performed using structural equation modeling. Findings This study found that individuals with altruistic values and a high sense of self-identity are likelier to develop an attitude and take responsibility for ethical consumption. Moreover, the tendency of environmental protection moderates these relations. Originality/value This research employs the Value-Belief-Norm theory, offering novel insights for intellectuals to comprehend ethical consumption by exploring the psychological drivers that influence individuals to consume ethically, thereby enriching the literature.