Abstract
The consumption of eco-friendly plastic products is interestingly investigated by scholars and governments because of its contributions to environmental protection. However, examining the impacts of factors driving ethical consumption behaviors towards eco-friendly plastic products is unclear. Therefore, this study examined the impact of different individual concerns (political concern, environmental concern, and social concern) on ethical consumption behavior towards eco-friendly plastic products. Specifically, the moderating role of social networks on all the proposed relationships was also investigated. Data were collected using a structured questionnaire survey at different supermarkets. A total of 927 buyers participated in this study. A structural equation modeling approach was employed for data analysis. The results indicated the significant positive impact of different individual concerns on ethical consumption behavior towards eco-friendly plastic products. More importantly, the study discovers that social networks strengthen the effects of political and social concerns on ethical consumption behavior and reduce the gap between consumption intention and ethical consumption behavior. The new insight is a contribution to the theory about cleaner and responsible consumption and practice in environmental protection and sustainable development in the future.
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