A study of the antecedents and effects of green self-identity on green behavioral intentions of young adults

被引：56

作者：

Becerra, Enrique P. ^{[1
]}

Carrete, Lorena ^{[2
]}

Arroyo, Pilar ^{[2
]}

机构：

[1] Texas State Univ, McCoy Coll Business, Dept Mkt, 601 Univ Dr, San Marcos, TX 78666 USA

[2] Tecnol Monterrey, Consumer Behav & Conscious Mkt Res Grp, EGADE Business Sch, Eduardo Monroy Cardenas 2000, Toluca 50110, Mexico

来源：

JOURNAL OF BUSINESS RESEARCH | 2023年 / 155卷

关键词：

Green self-identity; Green perceived values; Peer influence; Personal values; Young adults; PRO-ENVIRONMENTAL BEHAVIOR; BUYING BEHAVIOR; PAST BEHAVIOR; CONSUMPTION VALUES; BIOSPHERIC VALUES; PRODUCTS; MATERIALISM; GUIDELINES; ATTITUDES; CONSUMERS;

D O I：

10.1016/j.jbusres.2022.113380

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Understanding young adults' green behavior and its antecedents are critical in consolidating the worldwide environmental product market. The aim of this research is to study the effects of green self-identity and perceived product value on the green behavioral intentions of young adults, considering the role of individual's values and peer influence as antecedents of green self-identity. The study develops and tests a theoretical framework using data of US and Mexican young adults. Green self-identity and green product values positively impact behavioral intentions. In addition, green peer influence and personal values, specifically social and environmental values, affect green self-identity. Practitioners should meet young adults' product value expectations and appeal to their green-self-identity. A post hoc analysis indicates the model holds for both markets despite their cultural differences. However, analysis indicates differences in the mean of green self-identity and behavioral intentions between the two markets that future studies may address.

引用

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