Evaluating the Impact of Moral Obligation, Received Controls and Belonging to Material Ownership on Sustainable Consumption Behavior

The change in lifestyle and consumption patterns after population growth and urbanization, as well as the changes in climate conditions and the resources of the planet, have revealed the need to review the production and consumption plans; Meanwhile, the production and consumption of green products instead of conventional products is one of the ways to preserve resources and the environment for the future generation. The purpose of the research is to evaluate the impact of moral obligation, received controls and belonging to material ownership on sustainable consumption behavior in Dorsa Leather Company in Tehran. The research method is applied in terms of purpose, and based on the method of data collection, it is descriptive of the correlation type. The statistical population of the research is all customers of Dorsa Leather Company. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed and 391 questionnaires were collected. The sampling of this research is non-probability and available. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.787. The validity of the research tool has also been checked by performing the confirmatory factor analysis technique. Then the data were analyzed by structural equation modeling method and using Smart PLS software. The results of research hypotheses indicate that belonging to material ownership, received controls of sustainable consumption and Moral Obligation of sustainable consumption play a role on sustainable consumption behavior. Also, the role of the need for independence, the need for intimacy, and the need for control over belonging to material ownership has been shown.