Artigo Científico

Resumo: Understanding the purchase intention–behaviour gap in green product consumption remains a persistent challenge in sustainable consumer research. The objective of this study is to examine the moderated indirect effect of willingness to pay (WTP) on purchase behaviour (PB), considering purchase intention (PI) as a mediator and moral obligation (MO) as a moderator. Data were collected in Guayaquil, Ecuador, through a questionnaire administered to 428 actual and potential consumers of green products. The analysis used covariance-based structural equation modelling (CB-SEM), ensuring robust empirical validation of the proposed relationships. The findings provide three key theoretical contributions. First, WTP is an implicit mediator between attitude towards green products (AC) and purchase intention (PI), absorbing part of AC’s direct effect when treated as an independent variable. Second, the study uncovers an antagonistic relationship between subjective norms (SN) and moral obligation (MO), demonstrating that individuals with a strong sense of personal responsibility for environmental actions may perceive social influence as intrusive rather than reinforcing. Third, the results challenge the traditional assumption that economic willingness and ethical motivations conflict, showing that MO strengthens WTP’s effect, bridging the intention–behaviour gap and increasing the likelihood of actual green product purchases. Methodologically, the study illustrates the use of CB-SEM to test moderated mediation in the context of green consumer research in a developing country, reinforcing the robustness of its findings. Practically, it provides guidance for businesses and policymakers on how to design strategies that jointly leverage consumers’ financial readiness and ethical responsibility to stimulate actual green purchasing. © 2025 The Authors