Evaluating the Ethical Beliefs of the Peruvian Consumer After the COVID-19 Pandemic: An Approach from the Perspective of Green Consumption Orientation and Green Purchasing Intention.

Consumer behavior evolves unexpectedly, and understanding new perspectives according to market trends is a key factor in identifying the most commonly recurring consumption demands. In this context, this study aimed to examine the associations among green consumption orientation, consumer ethical beliefs and green purchasing intention. Based on a quantitative and explanatory study with the participation of 411 Peruvian consumers, this study demonstrated that green consumption orientation has a direct and negative association with consumers' ethical beliefs, while green consumption orientation has a direct and positive association with green purchasing intention. Finally, green purchasing intention has a direct and negative association with the ethical beliefs of Peruvian consumers. These findings reveal a reconfiguration of the ethical framework of Peruvian consumers, where green consumption orientation acts as a catalyst for the intention to purchase eco-friendly products, but at the same time generates tensions with traditional ethical beliefs. This phenomenon suggests that consumers are developing new value systems that prioritize environmental sustainability over conventional ethical considerations, which represents both a challenge and an opportunity for companies seeking to position themselves in the green market.