From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention

Abstract

This study examines the mechanism by which pro-environmental self-identity (PESI) affects green energy purchase intention (GEPI) through different dimensions of consumption values. The concept of pro-environmental self-identity is rarely discussed in the context of green energy purchase intention. Additionally, the amount of research concerning consumers’ attitudes and behaviours towards photovoltaic panels is limited. We fill this cognitive gap by testing a relation between pro-environmental self-identity and green energy purchase intention. The data collection was carried out based on an indirect method of gathering information—using an online survey. Research was conducted among 250 Polish customers. The partial least squares structural equation modelling technique was applied. The research results show that the relations between PESI and GEPI is mediated totally by social and partially by emotional values. The mediating impact of functional values was not confirmed. The results of this study illustrate the importance of intangible—social and emotional—values and its impact on the consumer behaviour toward green energy. This study can help marketers more efficiently promote the installation of photovoltaic panels in European countries.

Fostering green purchasing behavior: the moderated mediation role of customer disidentification

“…Customers' perceptions of motivations and action alternatives that are more suitable for their self-identity expression are influenced by values (Verplanken and Holland, 2002). As previously stated, GSI is the most important predictor of consumption decision-making (Krawczyk et al ., 2021). What about the other predictors, though?…”

“…The various values represented by the comprehensive constructs include functional, social, emotional, epistemic and conditional values (Sheth et al ., 1991). A great number of researchers examined the consumption values theory in the context of green consumer's behaviours (Krawczyk et al ., 2021; Lin and Huang, 2012; Suki and Suki, 2015). Not all consumption experiences and processes evoke similar behavioral and value statuses (Kautish and Sharma, 2018).…”

“…The effect of green-peer influence (GPI) on green purchasing behavior (GPB) "Peer influence refers to how individual-specific behavior is affected by peers with similar cultural backgrounds, social customs and values" (Yang et al, 2021, p. 4). According to literature, the social environment as well as pro-social attitudes influenced customers' willingness to buy green products (Krawczyk et al, 2021;Lee, 2008;Sharma et al, 2020;Sharma et al, 2022). The need for social acceptance and the concern for others' welfare reinforce customers' personal self-obligation to protect the environment, which influences purchase intention (Krawczyk et al, 2021;Sharma et al, 2022).…”

“…According to literature, the social environment as well as pro-social attitudes influenced customers' willingness to buy green products (Krawczyk et al, 2021;Lee, 2008;Sharma et al, 2020;Sharma et al, 2022). The need for social acceptance and the concern for others' welfare reinforce customers' personal self-obligation to protect the environment, which influences purchase intention (Krawczyk et al, 2021;Sharma et al, 2022). Lee (2008) found, for example, that social influence and self-image have a significant influence on adolescents' green purchasing behavior (Lee, 2008).…”

Ethical Pro-Environmental Self-Identity Practice: The Case of Second-Hand Products

“…It is an environmentally friendly self-concept that is symbolically expressive and shaped by mainstream socio-cultural forces [2]. PESI, or green self-identity, is situationally cued, meaning consumers' ecological behaviors are context-bound [3]. PESI denotes people who are likely to be intrinsically motivated to act in an environmentally friendly manner.…”