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Green consumers and their identities: how identities change the motivation for green consumption
Author(s) -
Costa Pinto Diego,
Nique Walter Meucci,
Maurer Herter Marcia,
Borges Adilson
Publication year - 2016
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12282
Subject(s) - salience (neuroscience) , social psychology , consumption (sociology) , social identity theory , psychology , identity (music) , salient , personal identity , perspective (graphical) , conspicuous consumption , green consumption , self , sociology , social group , cognitive psychology , aesthetics , economics , mathematics , political science , microeconomics , social science , philosophy , geometry , production (economics) , emerging markets , macroeconomics , law
This research aims to fill the gap in green consumption literature from the perspective of values as types of intentions and identity‐based motivation. In two studies, we examine how the salience of personal and social identities can change the relationship between types of intentions and green consumption. The results demonstrate that when personal identity is salient, self‐transcendence intentions influence green consumption more than self‐enhancement intentions. This is because personal identity (compared with social identity) increases the positive effect of congruent intentions (self‐transcendence) on green consumption. However, when social identity is salient, self‐transcendence and self‐enhancement intentions have a similar impact on green consumption. This is because social identity (compared with personal identity) reduces the negative effect of self‐enhancement intentions on green consumption. Finally, we discuss theoretical and managerial implications for values as types of intentions, identity‐based motivation and green consumption.