Abstract
ABSTRACT The purpose of this study is to understand how four different self-congruity dimensions predict consumer intentions regarding state-branded food products in the grocery and restaurant settings. To examine the hypothetical relationships, structural equation modeling was conducted using a sample of 539 consumers. Results revealed that the private self (actual self-congruity and/or ideal self-congruity) influenced consumer intentions, while the public self (social self-congruity and ideal social self-congruity) did not in both settings. Practical and theoretical implications are discussed.
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