The purpose of the study was to understand if and how 2 proposed facets of self-identity (work-self and careerself) and journals' perceived quality (impact, visibility, and content quality) influence and explain the intention to publish in open access (OA) or nonopen access (non-OA) journals. This study integrates attitude and identity theory within a cross-sectional survey design. The sample consists of about 1,600 researchers in Norway, and the data were collected via e-mail invitation using a digital surveying tool and analyzed using structural equation modeling techniques. We determined that perceived impact-quality increases the intention to publish non-OA, while decreasing the intention to publish OA. Content quality is only associated with non-OA journals. Perceived visibility increases the intention to publish OA, while the opposite effect is found for non-OA. Career-self salience has the strongest effect on impact-quality, while content quality is most important when work-self is salient. This research contributes to a deeper understanding about how perceived quality influences intention to publish in OA and non-OA journals, and how self-identity salience affects different facets of perceived quality in valence and strength. Findings have implications for policy development, implementation, and assessment and may contribute to improving OA adoption.