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

Abstract

This 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.

Measuring Revisit Intentions of Green Resorts in Malaysia: The Role of Perceived Value and Environmental Concern

“…When visitors to green resorts have a thirst for knowledge and are intrigued by the attributes of green resorts, epistemic value emerges. The findings on epistemic value agree with those of Mutum et al (2021), who discovered a positive relationship between epistemic value and sustainable consumption and green purchasing behaviour. This validates the epistemic value's projected primary advantages for the tourist experience.…”

The role of consumer innovativeness and green perceptions on green innovation use: The case of shared e‐bikes and e‐scooters

“…This paper focuses on the relationship of consumer innovativeness and green perceptions with green innovation use. This is significant for consumer behavior studies as this relationship is promoted as an important driver for consumers to adopt green innovations (Jansson, 2011; Mutum et al, 2020).…”

“…Although shared micromobility is gaining wider acceptance from commuters, it still caters mainly to a rather select group of commuters (Bieliński & Ważna, 2020). In much of the consumer behavior literature, consumer innovativeness (CI) has been an essential factor in adopting green innovations (Englis & Phillips, 2013; Jansson, 2011; Mutum et al, 2020). CI is the inherent trait of an individual that drives the use of innovations (Rogers, 2003).…”

Individualism/collectivism and perceived consumer effectiveness: The moderating role of global–local identities in a post‐transitional European economy

“…Social identities, defined as an individual's perception that one belongs to certain social groups and derives values from group membership (Tajfel, 1972), have also been found to be significantly influential on a person's behaviour (Mutum et al, 2021; Wei et al, 2020). Different types of social identities exist, including local and global social identities (Tu et al, 2012).…”

“…Therefore, these conceptual distinctions may be important for theoretical and practical reasons (Fatehi et al, 2020;Shavitt et al, 2011). Social identities, defined as an individual's perception that one belongs to certain social groups and derives values from group membership (Tajfel, 1972), have also been found to be significantly influential on a person's behaviour (Mutum et al, 2021;Wei et al, 2020).…”