Can physical activity impact green retail consumption through moral reflection?

Purpose This study investigates whether leisure physical exercises/activities (LPA) increase green retail brand purchase intention (GRBPI) through the mediation of moral reflection (MR). It also examines how deontological versus teleological evaluations of green retail brand ad copy might differentially moderate the effect of MR on GRBPI among older and younger adults. Design/methodology/approach A combination of survey and experiment was employed, and data were analyzed using Process macro based regressions. Findings The results support that LPA enhances GRBPI through the mediation of MR, and the influence of MR on GRBPI is differently moderated by deontological vs. teleological green retail brand ad copy evaluation across older and younger adults. Originality/value The research contributes by examining whether the consumers who regularly engage in LPA can make a favorable moral evaluation towards consuming green retail brands, and how this can further vary depending on the moral priming through ad stimuli across age groups.