Pro-environmental Self-identity Research Articles

Eco-consciousness to eco-consumption: unraveling the drivers of sustainable consumption behavior under the mediated-moderated Model.

The impact of climate change has malformed the world's ecosystem, thus making humans call for environmental protection. Climate change, the biggest trauma of the twenty-first century, has made humans switch towards natural consumption. In this regard, the growing phenomenon of industrialization has spurred consumers to invest more in ecological products. Consuming eco-friendly products has several benefits; however, countries are still unable to satisfy the consumer's concern for the environment. The current study presents literature on environmental concerns, psychological well-being, willingness to pay for pro-environmental products, pro-environmental self-identity, and pro-environmental consumer behavior, which are required to ensure the consumer's organic behavior. The research used a questionnaire-driven methodology to gather data from 379 participants. Data analysis was conducted using statistical software packages, specifically SPSS (Version: 4.1.0.0). The suitability of the measurement model was evaluated through structural equation modeling (SEM), which was performed utilizing the SmartPLS. According to the research findings, there is a positive relationship between variables in the study, and individuals with greater levels of psychological well-being are more likely to engage in behaviors that promote sustainable consumption. In order to foster more sustainable consumption patterns in society, policymakers, marketers, and educators may find these findings to be valuable insights. As a result of its empirical exploration of these relationships, the study contributes to the growing body of literature on environmental psychology and sustainable marketing, emphasizing the important role psychological factors play in promoting a greener environment.

Sustainable consumption behaviour: Mediating role of pro-environment self-identity, attitude, and moderation role of environmental protection emotion

This study aims to examine how these factors—egoistic and altruistic values and social consumption motivation-stimulus factors—influence sustainable consumption behaviour (response factor), the mediating role of pro-environmental self-identity and attitude (organism factor), and the moderating effect of environmental protection emotion. We used the stimulus organism response theory to gain a solid and holistic understanding of the concept. We collected 328 original surveys from Indian customers who recently purchased sustainable products via convenience and purposive sampling, and we analysed the data by using structural equation modelling. Intriguingly, the results show that (a) stimulus factors, such as egoistic and altruistic values and social consumption motivation, had a positive influence on pro-environment self-identity and attitude and sustainable consumption behaviour; (b) pro-environment self-identity had a positive effect on attitude; (c) mediation factors (pro-environment self-identity and attitude) had a significantly positive mediation relationship between stimulus and response factors; and (d) environmental protection emotion significantly moderated the relationship between stimulus, organism factors, and response factors. The study contributes to the current body of knowledge in the area of sustainable marketing by examining the rapidly growing phenomenon of sustainable consumer behaviour.

How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price

Motivated by the increasing media coverage of environmental disasters and growing evidence of humans’ detrimental impacts on the natural environment, the key aim of this study was to examine consumer interest in buying sustainable luxury products. Rooted in the Value-Belief-Norm (VBN) theory, a research framework incorporating pro-environmental self-identity (PSI), consumer pro-environmental values (CPV), engagement, and willingness to pay a premium price (WPP) was proposed. To better understand the sustainable behavior of consumers, this study modelled myopia as a personality trait that moderates the aforementioned relationships. Partial least squares path modelling (PLSPM) was employed to analyze data collected from 296 Chinese consumers who had purchased luxury fashion products. The results highlighted the influential role of CPV in shaping both consumer engagement and WPP, surpassing the impact of PSI. Also, the study established the positive effect of engagement on WPP and confirmed its mediating role in the relationship between CPV and WPP. The incorporation of myopia as a moderator further enhanced the explanatory power of the VBN theory in understanding sustainable consumption evaluations. The findings revealed that the positive links between PSI, CPV, engagement, and WPP were particularly pronounced among non-myopic consumers, suggesting that a clear vision of long-term consequences strengthens the connections between these constructs. These findings offer valuable insights to both academics and practitioners, particularly in the realm of luxury fashion brands within Chinese culture. They provide a foundation for designing targeted marketing communication strategies that effectively leverage and cultivate consumers' pro-environmental self-identities and values. By aligning brand messaging with these values, luxury fashion brands can enhance consumer engagement and foster a willingness to invest in sustainable products. Ultimately, this study contributes to the growing body of knowledge on sustainable consumption and offers practical implications for promoting environmentally responsible choices in the luxury fashion industry.

A Conceptual Framework Analysing Malaysian University Students’ Solid Waste Minimisation Behaviour: An Integrated Model

The magnitude of the global waste crisis highlights the urgent need for its mitigation. In Malaysia, consumer solid waste generation significantly contributes to the proliferation of municipal solid waste. University students, as a subset of the youth demographic, are considered the future gatekeepers of environmental preservation and sustainability. The present study proposes a conceptual framework that integrates the Transtheoretical Model (TTM) and Identity Theory to analyse solid waste minimisation behaviour among university students in Malaysia. The framework postulates that student behaviour varies across five TTM stages. The primary aim is to investigate the significance of pro-environmental self-identity (PESI) as an underlying motivation at various stages of the TTM. Besides behavioural adoption, the proposed framework emphasises the maintenance aspect of the behaviour, along with possible relapse effect. The knowledge generated from this study could be utilised by both policymakers and intervention planners to create student segmentation for a more streamlined behavioural change and Campaign, Education, Public Awareness (CEPA) effort. The present study supports the Sustainable Development Goal (SDG) 12 (Sustainable Consumption and Production) target and the green growth goals outlined in the Twelfth Malaysian Plan 2021–2025.

Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context

Awareness and understanding of green consumer behaviour (GCB) in emerging economies can increase consumer participation in green initiatives, leading to better product and behavioural choices and protecting scarce resources. Therefore, consumers should actively change their daily habits, lifestyle, and behaviour choices. A transdisciplinary critical realism approach can complement current knowledge on green consumer behaviour theories, which can layer behaviour change as a circular feedback process. Our approach could surpass linearity and rational decision-making—embracing the power of sustainable daily habits. We reviewed green consumer behaviour theories and identified the social cognitive theory (SCT) to support our approach. Hence, we employed an integrative review of applied SCT and green consumer behaviour. Findings suggest GCB as a reciprocal process with behaviour not only the outcome but an integral part of the process, as are personal and external determinants, existing in laminated layers of meaning that transcend the obvious. Finally, we propose a novel adapted framework that considers critical constructs that warrant investigation of an emerging economy context to identify consumers’ challenges that impede behavioural change. Recommendations include segmenting consumers through pro-environmental self-identity, consumer personalities, and daily habits, which can help target consumers with appropriate messages and interventions to encourage greener lifestyles.

Online brand advocacy for sustainable brands: a study in an emerging market

PurposeThe main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability orientation is also added as an antecedent for attitudes to determine the degree to which consumers' personal convictions and attitudes toward sustainability impact their attitude toward sustainable brands. The importance of using the TPB to study online brand advocacy lies in the accumulated evidence that shows that this theory is useful in explaining most kinds of social behaviors.Design/methodology/approachQuantitative research with the use of web-surveys is employed to test the research hypotheses with a total sample size of 536 respondents. Millennials have been chosen for the current paper to be studied.FindingsResults of the study showed that attitudes, subjective norms, and perceived behavioral control (PBC) were positively related to consumers' advocacy intentions. The findings of this study demonstrated that the TPB is applicable to measuring consumers' advocacy intentions. In addition, the results indicated that two dimensions of sustainability orientation, economic and social orientation, are significant predictors of attitudes. The study also found that pro-environmental self-identity does not moderate the relationship between the TPB core components and online brand advocacy.Originality/valueThis study is considered the first to employ the TPB as a theoretical foundation to test the antecedents of online brand advocacy (OBA) in relation to sustainable brands with the inclusion of consumer sustainability orientation as a predictor of attitudes with respect to the three dimensions of sustainability and the moderating effect of pro-environmental self-identity.

“Do you consider animal welfare to be important?” activating cognitive dissonance via value activation can promote vegetarian choices

Reducing global meat consumption can improve animal welfare, environmental and health issues. Although many people recognize this, they also continue eating meat. When people become aware of their conflicting cognitions regarding meat consumption, such as finding both animal welfare and eating meat important, it can result in aversive feelings, known as cognitive dissonance. We add to the literature by exploring whether cognitive dissonance can be used to support desired behavioral choices. More specifically, we examine whether activating peoples' pre-existing animal welfare values, by stimulating them to reflect on whether they consider animal welfare to be important, can trigger cognitive dissonance and in turn promote the choice for vegetarian meals. An online study showed that our value activation strategy indeed increased the amount of cognitive dissonance people experience when thinking of consuming meat, which in turn increased their intention to eat a vegetarian meal, especially among those with a strong pro-environmental self-identity. A subsequent field study in a restaurant showed that our value activation strategy (almost) doubled the percentage of vegetarian burgers ordered. Our findings show that stimulating people to reflect on whether they consider animal welfare to be important can force people to face their inner conflict regarding meat consumption and channel that into choosing a vegetarian meal.

Long-term changes in consumers' shopping behavior post-pandemic: an exploratory study

PurposeShort-term changes in consumers' shopping behaviour due to the Covid-19 pandemic have been studied, but not the long-term effects. This study fills this gap by exploring the long-term changes in consumers' retail shopping behaviour, due to their experiences of the Covid-19 pandemic.Design/methodology/approachQualitative data were collected from one hundred fifty-nine respondents, and grounded theory approach was applied for interpretation. Gioia thematic analysis method, open coding, and axial coding were used for analysis.FindingsIndividuals who positively approached their experiences during the Covid-19 demonstrated increased pro-sustainable and pro-environmental self-identity, resulting in sustainable consumption and a shift to online shopping. Individuals having overpowering negative experiences demonstrated heightened fear of missing out (FOMO), loss aversion, and rumination. While shopping, they demonstrated herd behaviour and shifted to online shopping.Research limitations/implicationsThis study highlights emotional and psychological mechanisms influencing long-term changes in consumer shopping preferences post Covid-19 pandemic. The generalizability of the findings is limited due to the study's exploratory nature and the sample size.Originality/valueThis study contributes to shopping behaviour literature by uncovering novel constructs of self-identity, loss aversion, FOMO, and rumination as antecedents to long-term shopping behaviour changes post-Covid-19. It provides a new conceptual model of consumers' shopping behaviour, which may be empirically validated.

From Passive to Active: The Positive Spillover of Work-Required Green Behavior on Green Advocacy

Drawing on self-perception theory, we hypothesize that taking up work-required green behavior can lead to the adoption of green advocacy in the future in a positive spillover. Further, we propose that pro-environmental self-identity mediates the influence of work-required green behavior on green advocacy and the strength of such effect is contingent upon employees’ moral identity. To test our hypothesized model, we collected three-wave data from 297 employees from a large manufacturing firm in China. Our results confirmed the positive relationship between work-required green behavior and green advocacy, and verified the mediating role of pro-environmental self-identity in this relationship. On the moderating role of moral identity, we found that the mediating effect of pro-environmental self-identity is stronger when moral identity is high rather than low. Our results answer calls to examine the spillover of passive green behavior to proactive green behavior at the employee level and advance workplace green behavior research by identifying a novel psychological path. By demonstrating the moderating role of moral identity, we extend knowledge about the mixed impact of past green behavior and moral identity to stimulate green behavior in the future.

Does green morality lead to collaborative consumption behavior toward online collaborative redistribution platforms? Evidence from emerging markets shows the asymmetric roles of pro-environmental self-identity and green personal norms

The collaborative consumption toward online collaborative redistribution platforms can potentially ease sustainability problems. Although it has attracted the attention from academics and practitioners, research on its determinants and influencing mechanism is limited. This study develops an integrated theoretical framework to explore the impact of green morality and platform quality as potentially essential yet previously unexamined antecedents of collaborative consumption behavior toward online collaborative redistribution platforms. A questionnaire survey was conducted in a crucial emerging market, and consumer responses were assessed using a structural equation model. The results reveal that the green morality motive (i.e., pro-environment self-identity and green personal norms) and platform quality are determinants of collaborative consumption behavior. Second, platform quality moderate the relationship between green personal norms and attitude. Accordingly, the asymmetric roles of pro-environmental self-identity and green personal norms as green morality components are revealed. Third, attitude and intention play mediating roles in the relationship between collaborative consumption actions and antecedents. Finally, implications for both research and practice are discussed.

Ethical Pro-Environmental Self-Identity Practice: The Case of Second-Hand Products

As part of sustainable development, more attention is being placed on consumer behavior. Revised economic models have resulted in an understanding of the need for a circular economy. In this perspective, the consumer is not merely the buyer of the product but also a seller in consumer-to-consumer (C2C) activities, here referred to as re-commerce. In this qualitative study, researchers conducted in-depth interviews of 32 respondents from two countries who had second-hand product trading experience on Facebook. The study uses thematic content analysis to analyze the themes of ethical pro-environmental self-identity (PESI) practices in the respondents’ everyday lives. In this study, challenges relating to understanding conditions for fruitful re-commerce are framed in a social practice theory. Focus is placed on ethical pro-environmental self-identity in the context of selling or buying products in Bangladesh and Sweden. The contributions of this study relate to consumer perspectives on what enables re-commerce for six selected product categories. The study also points to the importance of social media and context-bound differences between product groups as well as individuals in two national contexts.

Psychological consumer behavior and sustainable green food purchase

PurposeThe study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.Design/methodology/approachThe study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.FindingsThe study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.Originality/valueThe authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.

From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention

This study examines the mechanism by which pro-environmental self-identity (PESI) affects green energy purchase intention (GEPI) through different dimensions of consumption values. The concept of pro-environmental self-identity is rarely discussed in the context of green energy purchase intention. Additionally, the amount of research concerning consumers’ attitudes and behaviours towards photovoltaic panels is limited. We fill this cognitive gap by testing a relation between pro-environmental self-identity and green energy purchase intention. The data collection was carried out based on an indirect method of gathering information—using an online survey. Research was conducted among 250 Polish customers. The partial least squares structural equation modelling technique was applied. The research results show that the relations between PESI and GEPI is mediated totally by social and partially by emotional values. The mediating impact of functional values was not confirmed. The results of this study illustrate the importance of intangible—social and emotional—values and its impact on the consumer behaviour toward green energy. This study can help marketers more efficiently promote the installation of photovoltaic panels in European countries.

Predicting Pro-environmental Behaviors of Green Electronic Appliances’ Users

Grounded in the Stimulus-Organism-Response (SOR) model, the current study examines the direct and indirect impact of green advertisement as an external stimulus and pro-environmental self-identity and perceived environmental responsibility as internal stimuli on consumers’ pro-environmental behaviors via an underlying mechanism of their engagement in sustainable consumption for green electronics. A quantitative research approach with a snowball sampling technique was applied to collect data from 477 consumers buying and using green electronics. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Results showed the positive association of environmental advertisement, pro-environmental self-identity, and perceived environmental responsibility with consumers’ pro-environmental behaviors. Moreover, results also revealed that consumers’ engagement in sustainable consumption acts as an internal derive (organism) that transmits the effect of various internal and external stimuli to consumers’ responses in the form of green buying and curtailment behaviors. In addition to examining the mediatory role of a unique construct of consumers’ engagement in sustainable consumption, the current study also extended the existing theory and literature by examining the impact of external as well as internal stimuli on consumers’ pro-environmental behaviors. Furthermore, several theoretical and practical implications are discussed in detail.

Predicting sustainable consumption of package-free bath products among students in higher education institutions

Purpose This study aims to examine the applicability of an extended version of the theory of planned behavior (TPB) in predicting pro-environmental behavior, specifically the purchase behavior (PB) of package-free bath products, among students in higher education institutions (HEIs). Design/methodology/approach Using a non-experimental survey research design, this study empirically tested an extended TPB model through structural equation modeling. The dataset was obtained through a survey of undergraduate students in three HEIs in the Philippines. Findings Environmental knowledge (EK) predicted attitudes toward purchasing package-free bath products. Attitudes, subjective norms and pro-environmental self-identity (PSI) predicted intention to purchase package-free bath products. Furthermore, the intention to purchase package-free bath products and perceived behavioral control predicted PB of the said item. Research limitations/implications The results imply that the addition of EK and PSI to the TPB is applicable in predicting pro-environmental behavior, specifically the purchase of package-free bath products. Practical implications The results showed how HEIs can encourage their students to purchase package-free bath products. Social implications The results highlight how social and economic factors play a role in promoting or inhibiting pro-environmental behavior among HEI students. Originality/value The findings support the inclusion of EK and PSI to the TPB for an integrative model that aims to improve the prediction of the purchase of package-free bath products.

On the relationship between hunters and pro-environmental intent

ABSTRACT Unprecedented climate change and ecosystem degradation require immediate action at individual and societal levels. It has been suggested that hunting, as a nature-based activity, can contribute to pro-environmental attitudes and behaviors. However, social psychological mechanisms driving hunter engagement in pro-environmental behavior are less understood. We used a sample consisted of hunter and non-hunter students from a large southern U.S. university (n = 1,594) to investigate factors associated with intentions to engage in pro-environmental actions. Our results suggested that hunters generally express less pro-environmental intention than do non-hunters. Structural equation modeling showed that hunters’ domination value orientation may attenuate their pro-environmental self-identity as the main predictor of pro-environmental intention. Our findings also highlighted the role of connection with nature in fostering pro-environmental behavior. We discuss the theoretical implications of these findings and possible pathways to promote pro-environmental behavior among hunters.

Critiquing a Utopian Idea of Sustainable Consumption: A Post-Capitalism Perspective

This paper proposes and critiques the idea of a post-capitalism sustainable consumption utopia to improve the ecological and human wellbeing of the planet. Such a notion can stimulate new imaginative thinking on a future sustainable world not dominated by neoliberalism. It can also strengthen SDG-12: responsible consumption and production. To do so, it examines the influence of pro-environmental self-identity, market-based barriers, and knowledge barriers on sustainable consumption buying, product lifetime extension, and environmental activism. Survey data was collected via online panels in Sweden (n=504) and the USA (n=1,017). Richly varied and complex findings emerge supporting the merit of this utopian idea. In particular, the importance of pro-environmental self-identity. This study illustrates how the post-capitalism notions of radical incrementalism and people power can initiate change using the civic, political, and environmental activism in sustainable consumption behaviours. Emerging implications for the viability of SDG-12 are also considered. This work offers rich opportunities for further research.

Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior

AbstractThis study investigates the mechanism by which proenvironmental self‐identity (PESI) predicts green purchasing behavior (GPB) through various dimensions of green consumption values, following the recently published modern‐mediation‐analysis guidelines. The model was examined via 1,186 validated survey responses from experienced green consumers. Data were analyzed using partial least squares structural equation modeling technique. Results demonstrate that the relationship between PESI and GPB is mediated by emotional, epistemic, social, and health values. The results, however, did not find support for mediation effects of conditional and functional values. In addition, consumer innovativeness was found to moderate the relationship between PESI and three out of five values (conditional, functional, and social values) examined. This study indicates that promoting the advantages of green products and strengthening PESI and consumption values are closely linked to GPBs. Additionally, peer referral appears to minimize the perceived risks associated with buying green products. Marketers of green products are encouraged to provide health‐related information such as calorie and nutritional content.

Having a green identity: does pro-environmental self-identity mediate the effects of moral identity on ethical consumption and pro-environmental behaviour? (Tener una identidad verde: ¿la identidad propia respetuosa con el medioambiente sirve de mediadora para los efectos de la identidad moral sobre el consumo ético y la conducta respetuosa con el medio ambiente?)

ABSTRACT The current study examined the effects of the two types of moral identity (i.e., internalization and symbolization) on ethical consumption behaviours and pro-environmental behaviours. The study also investigated the mediating role of pro-environmental self-identity in moral identity-outcomes relationships. A three-wave time-lagged field survey was used to collect data (N = 229) from customers in the capital city of Pakistan. The findings revealed that both internalization and symbolization were positively related to pro-environment behaviours. Pro-environmental self-identity fully mediated the relationship between internalization and ethical consumption behaviours and partially mediated the relationship between internalization and pro-environmental behaviours. Furthermore, pro-environmental self-identity did not mediate the relationship between symbolization and both outcomes. Finally, the study provides important implications for marketers and environmentalists. We recommend that special interventions should be made at institutional levels to develop moral and pro-environmental identities among individuals.

Is caring about the environment enough for sustainable mobility? An exploratory case study from South Tyrol (Italy)

Sustainable mobility has a positive impact on quality of life, in both urban and rural contexts. Policies aimed at promoting greener travel behaviors – at European, as well as at state and regional level – require a deep knowledge of differing mobility cultures across European regions. In order to better understand the relationship between the (stated) propensity towards sustainability, reported mobility patterns and users' lifestyles in rural areas, an exploratory study was conducted in South Tyrol, a rural region in Northern Italy that strives to become a model region for sustainable alpine mobility by 2030. More specifically, an online survey on sustainable mobility was administered to the inhabitants, exploring motivations, preferred incentives and drivers that may lead towards the adoption of sustainable mobility solutions (with a focus on e-mobility). By analyzing how pro-environmental self-identity interacts with consumers' heterogeneity, results show that heterogeneity exists in the individual pro-environmental identity measure. Based also on evidence from the literature that extrinsic rewards might negatively impact intrinsic motivations to engage in a certain behavior, this study warns policy-makers of potential unintended consequences of current policy tools used to incentivize the adoption of sustainable means of transport, such as the provision of monetary incentives for electric vehicles.