The role of green self-identity in enhancing green purchase intention and sustainable consumer behaviors

This study examines the determinants of green purchase intention (GPI) and
its relationship with sustainable consumer behavior, namely green
technology adoption (GTA) and eco-friendly product repurchases (EC). The
paper also explores the moderating role of green self-identity (GSI) in
these relationships. Using the quantitative PLS-SEM method, the research
results show that GPI plays an important mediating role in connecting
environmental factors with green consumption behavior. Additionally, the
authors have explored the moderating role of GSI in both GPI-GTA and
GPI-EC relationships. The study contributes to theory by expanding the
framework of green consumer behaviour by including self-identity, a
meaningful psychosocial construct in the context of sustainable
consumption. Furthermore, the research results provide a basis for
policymakers and businesses to develop communication, education, and
promotion programs to encourage green consumer behavior, especially in the
selection, use, and purchase of environmentally friendly products. This
shows the need to raise awareness of environmental protection, promote
people's green consumption intentions and spread the image of
environmentally responsible consumers in the community.