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

被引：47
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.
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页数：13
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