Abstract
ABSTRACT The current study presents a research model that elucidates the mechanism through which self-image influences green buying intentions among university students. Little is known about these mechanisms as well as the circumstances under which any such effects are strengthened or weakened. This study attempted to fill this void by investigating how environmental concern serves as an explanatory mechanism for the relationship between self-image and green buying intention, with social influence moderating this relationship. Based on survey data from 384 university students, environmental concern mediated the impact of self-image on green buying intention, and social influence had a conditional effect on self-image, environmental concern, and green buying intention. The findings also indicate that social influence moderated the indirect effect of self-image on green buying intention through environmental concern, with the indirect effect being stronger when social influence was low versus when it was high. These results add to the body of knowledge and provide new insights into theory and practice. The practical implications and future research directions are also discussed.
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