How does consumer moral identity influence green consumption through self-enhancement/self-verification? An empirical investigation in Sierra Leone

Mahmoud Sulaiman Sesay and Xiaoling Guo
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Mahmoud Sulaiman Sesay: School of Business, University of International Business and Economics, Beijing, 100029, China.
Xiaoling Guo: School of Business, University of International Business and Economics, Beijing, 100029, China.

International Journal of Science and Business, 2022, vol. 16, issue 1, 211-231

Abstract: Green consumption awareness and environmental concerns have increased the demand for green products. This study will look into how the moral identity of consumers influences their green consumption through self-enhancement/self-verification. This research examines Sierra Leonean consumption patterns and intentions for green products, intending to analyze consumers' morality toward green purchase intention through self-enhancement and self-verification. According to studies, there has been a dearth of empirical studies aimed at such consumers, and this aims to fill that gap. In this study, the basic theoretical models are the theory of moral identity and the Optimal Distinctive Theory (ODT). Based on survey data from 390 consumers, this study discovers that consumers' morality (internalization and symbolization) has a significant and positive effect on their intention to purchase convenient green products. Additionally, the study discovers that consumers' self-verification and self-enhancement mediate the relationship between consumers' moral identity internalization and moral identity symbolization and their purchase intentions for convenient green products. while the need for uniqueness has no significant moderating effect on consumer purchase intention. The results of the study will make a big difference in the development of environmental laws, persuasive communication techniques, and green marketing strategies for BOP customers, which will make them more likely to buy green products and encourage them to do so in a sustainable way.

Keywords: Green purchase intention; Moral Identity; self-enhancement; self-verification; convenient goods; Sierra Leone. (search for similar items in EconPapers)
Date: 2022
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