Exploring the Impact of Sustainability Trade-Offs: The Role of Product and Sustainability Types in Consumer Purchases Mediated by Moral Regulation.

The results of the three-way interaction action representing the interaction effect of ATS with STOs on environmental sustainability did not reach statistical significance ( p > 0.05), suggesting that the joint influence of ATS and environmental sustainability trade-offs (STOEs) does not have a substantial impact on purchase intention (PI).

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Introduction Sustainable consumption is on the rise and represents a significant trend, resonating with consumers due to shifting societal norms and a greater understanding of environmental and social challenges [ 1 ].

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