Exploring Mexican consumers' purchase intention toward green products: The role of green self-identity

Abstract

The objective of this work was to explain the intention of purchasing environmentally friendly products from the perspective of the theories of consumer behaviors. This research proposes the concept of green self-identity and the environmental values as the antecedents of the purchase intention of green products. The study applied a quantitative approach. The data of a survey applied to the segment of young consumers was used to provide empirical support to the theoretical model proposed. The results of the study confirm that environmental values are a precedent of the green self-identity, a bi-dimensional concept that mediates the effect of environmental values on the purchase intention of green products. The green self-identity has also a direct effect on the intentions of young consumers to buy more green products. These findings are relevant to firms to promote the development of the green market by inspiriting the green self-identity of young consumers.