When doing good feels heavy: The double-edged role of moral obligation in organic food choices

The increasing urgency of climate change has prompted a global shift toward sustainable consumption, with organic food emerging as a viable alternative. This study investigates the role of environmental knowledge (EK), environmental concern (EC), and moral obligation (MO) in shaping organic purchase intention among Ecuadorian Generation Z consumers. Grounded in the Theory of Planned Behaviour (TPB), the research explores how EK and EC influence attitudes, subjective norms, and perceived behavioural control and how MO moderates these relationships. A survey was conducted with 391 Gen Zs in Guayaquil and Machala, and data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results show that EK and EC significantly shape TPB constructs, with attitude and behavioural control positively influencing purchase intention, while subjective norms had no significant effect. Notably, MO strengthens the link between attitude and intention but unexpectedly weakens the impact of EC on attitude—suggesting that when environmental concern is framed as a moral duty, it may trigger guilt or resistance that dilutes its motivational effect. The results highlight that marketers and policymakers must combine ethical messaging with actionable knowledge and local relevance to promote organic consumption among younger audiences in developing markets.