Relationship Between Family Communication Patterns and Green Consumption Willingness: The Mediating Role of Moral Identity Among High School Students in Shiraz

Document Type : Research Paper

Authors

1 Associate Professor, Department of Educational Sciences, Payam Noor University, Tehran, Iran

2 Assistant Professor, Department of Educational Sciences, Payam Noor University, Tehran, Iran

10.30473/ee.2025.71678.2750

Abstract

This study examined the relationship between family communication patterns and green consumption willingness, considering the mediating role of moral identity among secondary school students in Shiraz. The research is applied in terms of purpose and employs a correlational-descriptive methodology. A multistage cluster sampling method was employed to select 384 high school students (male and female) in Shiraz. Participants completed self-report questionnaires comprising the Family Communication Patterns Scale (Fitzpatrick & Ritchie, 2007), the Moral Identity Scale (Aquino & Reed, 2002), and the Green Consumption Willingness Scale (Roberts & Bacon, 1997). All scales demonstrated acceptable psychometric properties (validity and reliability) in preliminary analyses. The path analysis results revealed that family communication patterns (both dialogue and conformity orientations) had significant positive indirect effects on green consumption willingness. Both dimensions of moral identity showed significant positive direct effects on green consumption willingness (internalization and externalization). Furthermore, family communication patterns demonstrated significant positive direct effects on moral identity dimensions. The model explained 29% of the variance in green consumption willingness. The obtained goodness-of-fit indices indicated an appropriate model fit with the theoretical framework.

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Journals of Environmental Education and Sustainable Development
Volume 14, Issue 2
January 2026
Pages 185-203

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