Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior
Document Type
Article
Publication Date
5-1-2021
Abstract
This study investigates the mechanism by which a 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 calory and nutritional content.
Keywords
Parallel mediation effect, Consumption values, Moderation effect of innovativeness, Predicting the influence of identity, Green purchasing behavior
Divisions
Faculty_of_Business_and_Accountancy
Funders
Fundamental Research Grant Scheme Malaysia (FP026-2016),University of Malaya Impact Oriented Interdisciplinary Research Grant (IIRG002C-19IISS)
Publication Title
Journal of Consumer Behaviour
Volume
20
Issue
3
Publisher
WILEY
Publisher Location
111 RIVER ST, HOBOKEN 07030-5774, NJ USA