Understanding green self-identity : does it affect green buying behavior? : social identity theory perspective

This study investigates the effects of green knowledge, green self-identity, and green attitudes on green buying behavior. This study also examines the role of green self-identity in mediating the relationship between green knowledge and green buying behavior, as well as green attitudes as a mediating variable of the effect of green self-identity on green buying behavior. There has been little research investigating the green self-identity variable in the context of green marketing grounded on social identity theory. This study was analyzed using partial least squares structural equation modeling, involving 762 respondents in Indonesia selected using a purposive sampling technique. The results document positive associations between green knowledge and green self-identity, green self-identity and green attitudes, and green self-identity and green attitudes with green buying behavior. Moreover, green self-identity mediates the relationship between green knowledge and green buying behavior, and green attitudes mediate the relationship between green self-identity and green buying behavior. Lastly, green knowledge and green self-identity are crucial in influencing consumers' buying behavior. Individuals with a more comprehensive understanding of the environment will develop a more positive self-perception of the environment. This study contributes to the social identity theory by highlighting the impact of customers' green self-identities on their green purchasing decisions.