Green Self-identity as a Mediating Variable of Green Knowledge and Green Purchase Behavior

Abstract

Future environmental sustainability is a shared concern of ours. Many of the problems that arise as a result of environmental issues remain unresolved, but they can be solved with community support in the form of public purchase behavior on environmentally friendly products. This study aims to explore the effect of green knowledge on green purchase behavior with green self-identity as a mediating variable. The data was collected through the use of a questionnaire and a self-administered survey, which generated 271 valid responses. To develop a research model and evaluate hypotheses, the PLS-SEM approach with SmartPLS Version 3.0 was employed. Findings. The results showed that there is a direct influence between green knowledge on green purchase behavior, green knowledge on green self-identity, green self-identity on green purchase behavior, and green self-identity mediate between green knowledge and green purchase behavior. The applied implication for producers is that it is necessary for business actors to provide knowledge to consumers regarding environmental conservation efforts through environmentally friendly products produced by pro-environmental producers.