Having a green identity: does pro-environmental self-identity mediate the effects of moral identity on ethical consumption and pro-environmental behaviour? (Tener una identidad verde: ¿la identidad propia respetuosa con el medioambiente sirve de mediadora para los efectos de la identidad moral sobre el consumo ético y la conducta respetuosa con el medio ambiente?)

Abstract

The current study examined the effects of the two types of moral identity (i.e., internalization and symbolization) on ethical consumption behaviours and pro-environmental behaviours. The study also investigated the mediating role of pro-environmental self-identity in moral identity-outcomes relationships. A three-wave time-lagged field survey was used to collect data (N = 229) from customers in the capital city of Pakistan. The findings revealed that both internalization and symbolization were positively related to pro-environment behaviours. Pro-environmental self-identity fully mediated the relationship between internalization and ethical consumption behaviours and partially mediated the relationship between internalization and pro-environmental behaviours. Furthermore, pro-environmental self-identity did not mediate the relationship between symbolization and both outcomes. Finally, the study provides important implications for marketers and environmentalists. We recommend that special interventions should be made at institutional levels to develop moral and pro-environmental identities among individuals.

Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

“…First, through internalization when moral traits are reflected towards the self. This theory is consistent with self-identity theory which states that individuals will consistently act morally based on self-perception [34,35,37]. Individuals are more obliged to act in a more environmentally friendly manner [34,39].…”

“…This theory is consistent with self-identity theory which states that individuals will consistently act morally based on self-perception [34,35,37]. Individuals are more obliged to act in a more environmentally friendly manner [34,39]. Secondly, symbolization states that actions reveal moral traits externally [38].…”

“…In the context of a developing country, attitude towards recycling, perceived behavioral control and moral norms do not significantly contribute to a consumer's decision to participate in recycling activity. Moreover, developing countries are more prone to environmental hazards and climate change [34]. Awareness of the consequences have proven to be a contributing factor but convenience in engaging in recycling activities is the best motivation [33].…”

“…In most cases, identities related to environmental behavior may not always be salient [36,37]. Pro-environmental behaviors may be reinforced by making moral identity more salient in a specific context [34]. This exploratory study primarily focuses on understanding how moral identity could shape an individual's efforts and decision making to reduce plastic consumption, mediated by SNS.…”

“…Secondly, symbolization states that actions reveal moral traits externally [38]. Individuals would engage pro-environmental behavior by when moral actions are conveyed publicly [34]. Symbolization emphasizes that is important that other people recognize one's moral behavior [37].…”