Green Self-identity Research Articles

Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity

Due to environmental degradation, using environment-friendly products has become necessary to reduce carbon emissions. However, the consumption of such products is still below expectations because these products are usually costlier than their traditional counterparts. The current study aims to investigate consumer behavior towards environment-friendly products using Ajzen’s theory of planned behavior as a theoretical model. The study seeks to examine the role of the key determinates of environmentally conscious purchase behavior, such as ethical obligation and green self-identity. A total of 386 responses were collected from consumers living in a few major cities of northern India using purposive sampling. The data were analyzed using structural equation modeling in Amos 22.0. The results demonstrated that attitudes towards environment-friendly products perceived behavioral control and green self-identity as the major determinants of green purchase intentions. In addition, attitude was reported to mediate the effect of ethical obligation on green purchase intentions and green self-identity was found to moderate the effect of attitude on green purchase intentions. Additionally, green self-identity was also reported to moderate the relationship between ethical obligation and attitude. The study adds value to the existing literature by signifying the role of green self-identity and ethical obligation in stimulating consumers’ green purchase intentions. The findings of the study are also meaningful for marketers and policymakers.

Effect of Climate Change Belief and the New Environmental Paradigm (NEP) on Eco-Tourism Attitudes of Tourists: Moderator Role of Green Self-Identity

This research has been conducted to determine the effect of tourists' beliefs of climate change on the NEP and ecotourism attitudes. In addition to this purpose, the moderator role of green self-identity in the effect of the NEP on ecological attitudes has also been examined. The research data were obtained from the tourists visiting the Alanya destination, which is one of the centers that attract the most tourists in Turkey. When the results of the research were examined, it could be determined that the belief in climate change is effective on all dimensions of the NEP, and similarly, all dimensions of the NEP have also affected the tourists' ecological attitude. Further, green self-identity has a moderator role in the effect of ecocentric and anthropocentric sub-dimensions on eco-tourism attitudes. As a consequence of the findings, a number of theoretical and practical implications have been developed for sector managers, destination management organizations, and academicians.

The effect of green self identity, self-congruity, perceived value on bioplastic product purchase intention

This study investigates the impact of green self-identity, self-congruity, and perceived value on consumer purchase intention toward bioplastic products. This study uses a quantitative and purposive sampling method to collect data. The total number of respondents is 250 respondents. The proposed hypotheses are tested using Structural Equation Modeling (SEM). This study finds that green self-identity has a positive effect on perceived value. While self-congruity moderates the relationship between green self-identity and perceived value. In addition, perceived value has a positive impact on purchase intention, and green self-identity has a positive effect on purchase intention.

Going green: an application of personal value theory to understand consumers visiting intention toward green hotels in Pakistan

PurposePersonal values, ascribed responsibility and green self-identity (GSI) have been analyzed separately for a long time, but a more in-depth investigation is required on the relationships between these variables and their combined effects on consumers' visiting intention toward green hotels. Thus, this study aims to draw on Schwartz's (1992) personal values framework and ascribed responsibility. It expands the Schwartz personal values framework by incorporating GSI as a moderator to understanding consumers' visiting intention toward green hotels.Design/methodology/approachPartial least squares-structural equation modeling was used to analyze 387 responses collected through a self-administered structured questionnaire from hotel consumers in Pakistan.FindingsThe findings revealed that ascribed responsibility and self-transcendence values were significant factors in predicting consumers' intention toward green hotels. Moreover, GSI significantly moderated between self-conservation values, self-transcendence values and attitude. However, the association between self-conservation values and attitude was found insignificant.Practical implicationsThis study can assist hotel management in planning and implementing efficient hotel marketing strategies. Hospitality marketers should heed attention to self-transcendence values, ascribed responsibility and stress on using these aspects to sustain green hotels' adoption.Originality/valueThe study contributes to the literature on the antecedents of consumers' visiting intention toward green hotels by expanding the Schwartz personal values framework by adding ascribed responsibility. Further, the authors incorporated GSI as a moderator to understand consumers' visiting intentions toward green hotels in Pakistan.

The Role of Green Self-Identity and Self-Congruity in Sustainable Food Consumption Behaviour


 
 
 The aim of this paper is to explore the role of green self-identity and self-congruity with green food products in predicting consumers’ sustainable food consumption behaviour. Previous research suggests that there is a relationship between individuals’ self-identity and the consumption of products. However, when it comes to the realm of sustainable food consumption, those relations are not unambiguous. This study employs a survey with a sample of 837 respondents in Lithuania. The findings confirm that green self-identity and self-congruity with green food products positively influence subsequent sustainable food consumption behaviour both directly and indirectly. The implications of this study can be used to better understand green consumer behaviour and provide useful information to marketers and policymakers by suggesting that the promotion of sustainable food consumption behaviour should highlight not only functional but symbolic benefits as well.
 
 

Fostering green purchasing behavior: the moderated mediation role of customer disidentification

PurposeThis study aims to identify the determinants of customers' green purchasing behaviors. First, the study examines the relationship between green self-identity (GSI) and green peer influence (GPI) on green purchase behavior (GPB). Second, it examines the relationships between both GSI and GPI, and purchasing behavior mediated by green consumption values (functional value (FV) and social value (SV)). Third, it investigates the moderating effect of customer disidentification (CDI) on the relationships between GSI and both green consumption values. Finally, it investigates the indirect relationships between GSI and purchasing behavior moderated by CDI.Design/methodology/approachA quantitative study is conducted using a survey of 204 Egyptian buyers of organic food products. AMOS and Hayes's PROCESS macro are used to test the hypotheses under investigation.FindingsThe customer's peer influence and GSI are found to have a positive impact on green purchasing behavior. Additionally, the mediating impact of values and the moderating impact of CDI are also confirmed.Practical implicationsThis study helps organic food companies in identifying the determinants of customers' green purchasing behavior. The results of the study will guide the efforts of green marketing professionals in promoting green products in the Egyptian market.Originality/valueSince the notion of green consumption is still in its infancy, there is a need for further exploration on the green consumption concept to better understand customers' predictors of that type of consumption; accordingly, the current research was conducted.

Unlocking the relationship between environmentally specific transformational leadership and employees’ green behaviour: A cultural self-representation perspective

Environmentally specific transformational leadership (ETFL) is a prominent stimulus of employees' green behaviour, but its mechanism continues to receive inadequate scholarly attention. A cultural self-representation lens was used as a basis for exploring the mediating role of employees' green self-concept (i.e. green self-identity and green self-efficacy) and the moderating role of employees' man–nature orientation in the relationship between ETFL and employees' green behaviour. To examine these hypotheses, a three-wave survey of 362 employees was conducted in Southern China. Results from hierarchical regressions supported the mediating effect via employees' green self-identity, and this effect is more salient when employees have a stronger man–nature orientation. These results suggest practical implications for shaping and employing ETFL to cultivate employees’ green self-identity, thereby supporting their green behaviour, particularly for those with a stronger man–nature orientation.

A study of the antecedents and effects of green self-identity on green behavioral intentions of young adults

Understanding young adults’ green behavior and its antecedents are critical in consolidating the worldwide environmental product market. The aim of this research is to study the effects of green self-identity and perceived product value on the green behavioral intentions of young adults, considering the role of individual’s values and peer influence as antecedents of green self-identity. The study develops and tests a theoretical framework using data of US and Mexican young adults. Green self-identity and green product values positively impact behavioral intentions. In addition, green peer influence and personal values, specifically social and environmental values, affect green self-identity. Practitioners should meet young adults’ product value expectations and appeal to their green-self-identity. A post hoc analysis indicates the model holds for both markets despite their cultural differences. However, analysis indicates differences in the mean of green self-identity and behavioral intentions between the two markets that future studies may address.

Does green self-identity influence the revisit intention of dissatisfied customers in green restaurants?

PurposeThe study aims to examine the customers' revisit intention toward the green restaurants after service failure based upon service failure attributions. The study further intends to investigate the moderating effect of green self-identity on customers' post-service failure behavioral intentions.Design/methodology/approachA self-administered questionnaire was distributed to 327 participants who had experienced service failure while dining in green restaurants. The study draws upon the prevailing literature to examine the relationship among the constructs using structural equation modeling (SEM).FindingsThe findings of the study have confirmed that service failure has an adverse effect on customers' revisit intention toward the green restaurants. However, customers with green self-identity appear less anxious about service failure as findings indicate customers revisit green restaurant even after service failure.Practical implicationsThe study provides a clear indication to the managers of the green restaurants that a better understanding of service failure attributions may facilitate in preventing service failure in a prompt and reasonable manner. It will not only contribute to building the brand reputation, but also ensure that customers stay with the brand for a longer duration.Originality/valueThe study is unique in a way that it is the first of its type to establish a relationship between service failure attributions and customer satisfaction in the emerging South Asian market, such as India in the context of green restaurants. Besides, this is the only study to use green self-identity as a moderator between the relationships of customer satisfaction and revisit intention.

How is the value of the exhibition brand in the eyes of the audience? Based on the perspective of green practice.

Studies have found that green practices can help organization create unique competitive advantages, such as enhancing the brand value. However, in the existing research, people did not know much about the exhibition audiences’ perceptions of green practices, or its impact on brand loyalty. This study explores the dimension of green practice perceptions of exhibition audiences, uses the trust-commitment theory to verify the relationship between green practice perceptions and exhibition brand loyalty. A total of 665 valid questionnaires were collected in the two exhibitions. The results show that four of the five types of green practices perceived by the audience will significantly affect green trust and then brand loyalty through commitment. Two of the five types of green practice perception can directly affect brand loyalty. And green self-identity will significantly adjust the relationship between green trust and affective commitment. Finally, suggestions are proposed for academic and practical reference.

Exploring purchase intentions of new energy vehicles: Do "mianzi" and green peer influence matter?

New energy vehicle is an innovative means of transportation, and its development has been widely concerned all over the world. However, few studies investigate the purchase intention of new energy vehicles (NEVs) from the perspective of combining altruism and cultural factors. Based on the extended norm activation model (NAM), this study explores the influencing factors of NEVs’ purchasing intention and the moderating effects of “mianzi” and green peer influence. According to 302 valid questionnaires, the results indicated that the extended NAM model is useful in predicting consumer purchasing behavior with an improved explanatory power in purchase intentions of NEVs from 15 to 26%. The awareness of consequences, the ascription of responsibility, and green self-identity have a positive impact on the personal norm. Personal norm and green self-identity are positively associated with purchase intention. “Mianzi” and green peer influence positively moderate the relationship between green self-identity and intention to purchase. The findings give new insights into the impact of cultural factors on purchasing NEVs and profound suggestions for policymakers and enterprises to promote the development of NEVs.

The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants

Compared to other generations, Generation Z (Gen Z) tend to be more concerned with environmental problems, prefer healthier food options, and are willing to pay premium prices for eco-friendly food products. Until now, however, this market segment had not been the focus of any sustainability research in the restaurant context. The present study fills this gap while exploring if green self-identity (one’s alignment with environmental concerns) influences perceptions of green restaurants (one’s perceived image of green restaurants) and warm glow feeling (one’s good feeling from patronizing green restaurants), which in turn affect willingness to pay. Data was collected from 388 Gen Z participants through a questionnaire survey, and covariance-based structural equation modeling (CB-SEM) was used to examine the study’s model. The results indicate warm glow is generated when individuals with green self-identity acknowledge restaurants are using green practices, which in turn influences their willingness to pay at green restaurants. Additionally, the findings of this study advance the theoretical viewpoints for social exchange theory (SET), identity theory, and green consumption in the restaurant industry. For practical implementation, restaurateurs can improve their businesses by developing their green image, initiating green design, and incorporating eco-friendly activities to enhance patrons’ dining experience.

Beyond Green Consumerism: Uncovering the Role of Social Exclusion in Green Product Consumption

Previous research on the influence of perceived social exclusion on pro-social or pro-environmental behaviors has yielded inconclusive results. We extended the theory of planned behavior (TPB) by including green self-identity as a boundary condition to check the impact of social exclusion on green product consumption intentions. We collected data from 476 respondents through online questionnaires. Structural equation modeling (SEM) technique was applied to test the proposed model. Green product attitudes, subjective norms about green products, and perceived behavioral control (PBC) are significantly predicted by social exclusion. Our results also reveal that TPB plays a mediating role between social exclusion and green product consumption intentions. Furthermore, the results of moderation and moderated mediation revealed that green self-identity moderated both the direct and indirect effects of social exclusion on/via green product attitude and social norms about green products on green product consumption intentions. Moreover, these effects were not significant in the case of PBC. The extension of TPB has several implications for organizations and policymakers in the context of social exclusion and green product consumption.

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

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.

Chinese Consumers’ Purchase Intention for Organic Meat: An Extension of the Theory of Planned Behaviour

There are various factors, such as the use of growth hormones, chemical additives in animal feed, animal welfare, health issues, and environmental concerns, which have led to a steady increase in global consumption of organic meat. The literature on organic consumer behaviour recently focuses on emerging Asian markets, especially China’s most populous markets. This study aims to investigate the factors that affect Chinese consumers’ intention to purchase organic meat. Survey questionnaire method has been employed to collect the required data. The data were collected from 305 consumers from three different organic stores in Wuhan, China. The partial least structural equation modelling (PLS- SEM) has been employed to analyse the data. The findings revealed that the consumers’ attitude, health consciousness, food safety concern, and green self-identity are key factors in developing Chinese consumers’ intention to purchase organic meat. The findings further revealed that subjective norms, perceived behavioural control, meat characteristics, and organic knowledge about organic meat have a non-significant relationship in developing the consumers’ intention to purchase organic meat. It has been observed that the concept of organic meat has been less studied and less investigated. This study’s findings could help farm owners, market managers, advertising managers, food control authority officials, and all those related to meat business, in planning and executing future strategies to attract the maximum number of organic meat consumers in China.

Beyond pro-environmental consumerism: role of social exclusion and green self-identity in green product consumption intentions.

In the context of social exclusion and pro-social or pro-environmental behaviors, past research has yielded inconclusive results. This study extended the theory of planned behavior (TPB) by including green self-identity (GSI) as a boundary condition to check the impact of social exclusion on green product consumption intentions through TPB's components. This study collected data from 476 respondents through online questionnaires. Structural equation modeling (SEM) technique was applied to test the proposed model. Green product attitudes, subjective norms about green products, and perceived behavioral control (PBC) were significantly predicted by social exclusion. Our results also reveal that TPB's components play an interceding role between social exclusion and green product consumption intentions. Moreover, regarding boundary conditions of GSI, the interaction between social exclusion and GSI was significant for green product attitudes and subjective norms about green products; however, it was not significant for PBC. Furthermore, the results of moderated mediation revealed that green self-identity moderated the indirect effects of social exclusion on green product consumption intentions through green product attitude and social norms about green products. Moreover, these effects were not significant in the case of PBC. This study has several implications for organizations and policymakers in the context of social exclusion and green product consumption.

Being socially responsible: How green self-identity and locus of control impact green purchasing intentions?

This paper investigates the influence of green self-identity (GSI) and two attributes of locus of control, namely external environmental locus of control (ExLOC) and pro-environmental locus of control (PELOC), to predict perceived consumers’ effectiveness (PCE) on green purchase intentions (GPI) using attribution theory. For this study, data from 391 Indian consumers were analyzed using PLS-SEM via SMARTPLS version 3.2.9. Results show that GSI positively influences both ExLOC and PELOC. Furthermore, both aspects of locus of control are significant positive predictors of PCE and have partial mediation roles. The results not only imply comprehensively expound the process of green buying intentions of consumers through self-identity but also addresses the process of attribution. The study applied the Importance Performance Map Analysis (IPMA) to compare the relative importance and performance of three antecedents (i.e., ELOC, GSI, and PCE). The finding is of utmost importance for practitioners and public authorities to design more focused strategies to increase GPI among the masses to enhance the sales of green products.

Determining Pro-Environmental Behaviour of Millennials: The Role of Green Self-Identity, Psychological and Social Factors during COVID-19 for Sustainable Development

Determining Pro-Environmental Behaviour of Millennials: The Role of Green Self-Identity, Psychological and Social Factors during COVID-19 for Sustainable Development

Influence of the entrepreneur’s personal values in business governance style and their relationship with happiness at work

Influence of the entrepreneur’s personal values in business governance style and their relationship with happiness at work

“I buy green products for my benefits or yours”: understanding consumers' intention to purchase green products

PurposeThis research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying based on social dilemma theory and psychological egoism theory.Design/methodology/approachData were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis.FindingsThe results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related to green purchase intention, while perceived cost of green purchasing and price sensitivity are negatively. Meanwhile, social pressure positively moderates the relationship between price sensitivity and consumers' green purchasing intention, but negatively moderates the relationship between perceived cost of green purchasing and consumers' green purchasing intention.Originality/valueFirst, this study is a comprehensive model of the concept and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying. Specially, this study emphasizes the neglected importance of positive ego-centric factors of green consumer behavior. Second, this study explicitly incorporated the moderating effect of social pressure in the context of China. Since green buying is a social dilemma, the changes in this social dilemma after being affected by social pressure under the Chinese collectivist culture are also worth noting. Third, little is known about what motivates green consumption in emerging economies, and this has been hampered by a lack of cultural knowledge, conceptual richness and behavioral research that critically analyses consumer behavior.