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, ..., A quantitative research method was used by utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 to analyze the relationships between latent variables. The questionnaire responses were gathered by means of a structured questionnaire with the response scale ranging from 1 (Strongly Disagree) to 5 (Strongly Agree). The items for measurement were taken from some valid scales as follows:
First, EA, PBC, and GPI are adopted from TPB to align with the green consumption context in Vietnam and slightly modified.
Second, GPV with some adjustments to address the specific consumer concerns in the Vietnamese market, based on the study by Chen & Chang (2012).
Third, based on Haws et al. (2014) and Zhuang et al. (2021), the environmental knowledge (EK) scale was modified to align with Vietnamese consumers' environmental awareness.
Finally, the Green Self-Identity (GSI) was slightly adjusted to reflect the social characteristics of green consumers in Vietnam, based o..., # The role of green self-identity in enhancing green purchase intention and sustainable consumer behaviors

This dataset contains consumer survey responses used to investigate how green self-identity influences sustainable purchasing behavior. Specifically, the data examines how environmental attitude, environmental knowledge, green perceived value, perceived behavioral control, and green technology adoption relate to green purchase intention. No experimental procedures were performed.

## Description of the data and file structure

The dataset is provided as a single Excel file, DATA_DICTIONARY_submit.xlsx, containing two sheets.

### Sheet 1 --- Measurement_Items

This sheet includes documentation of the latent constructs used in the questionnaire.

Each row identifies:

- The construct name
- The measurement code (e.g., GPV1, EA3, GSI2)
- The full Likert-scale survey statement presented to respondents

All items were rated on a **5-point Likert scale**:

**1 = Strongly disagree → 5 =...,