Purpose -This paper aims to develop a model that will include self-image congruence, attitudes, satisfaction and explain their role on behavioural intentions. Design/methodology/approach -A qualitative survey was carried out. It was followed by a quantitative study, conducted in two stages to clarify the self-congruity scale. Results were used to lead an exploratory investigation of a conceptual model of behavioural intentions. Findings -Ideal self-image congruity had a stronger direct effect on attitudes, than did actual self-image congruity. Indeed, there was evidence in this study that behavioural intentions were directly or indirectly influenced by shopper's self-congruity, attitudes, and satisfaction. Research limitations/implications -No research has ever simultaneously compared the relative influence of these important constructs on service encounter outcomes. The obvious implication is the need for further consideration of similar composite models. Indeed, it would be instructive in future research to assess the extent to which individual characteristics and demographic variables mediate self-congruity, attitudes and satisfaction, and their influence on behavioural intentions. Practical implications -Retailers need to realize that positioning their store to enhance the likelihood of self-congruity with target shoppers and improve their attitudes, is important but not enough. The goal for improving self-congruity and attitudes is to make sure shoppers have received the benefit they expect to find. The benefits received directly influence shoppers' decisions on whether they will want to come back in the future and what they will say about the store to others. Originality/value -This research provides an improved understanding of the role of self-congruity, attitudes and satisfaction on behavioural intentions. The inclusion of self-congruity and attitudes in the proposed model as antecedents of behavioural intentions is one of the unique aspects of the study.

No abstract

Purpose While there has been a great deal of research to distinguish the factors that promote the adoption of sustainable consumption, however there has been a very little attention given to the contribution of justice, coping appraisal, and psychological distance. The purpose of this paper is to explore the potential role of deontic justice, protection motivation, and construal level theories to elucidate the green purchase intention. Design/methodology/approach Data were collected from 471 participants in a laboratory experiment. Then, structural equation modeling was carried out to analyze the data. Findings Protection motivation theory is valuable to apply specifically since it introduces the concept of coping appraisal. The findings demonstrate that deontic justice theory (DJT) is a suitable framework that can be employed to shed more light on sustainable consumption. The study shows that consumer can conceptualize a green product at different levels of concreteness or abstraction. Originality/value This study is a pioneering effort to look at sustainable consumption within the context of DJT. It departs from the more traditional research by repositioning moral obligation as the primary driver of green purchase intention and by elucidating when green purchase intention is elevated in investigating the moderating role of mindset.