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

Enrique P Becerra, Lorena Carrete and Pilar Arroyo

Journal of Business Research, 2023, vol. 155, issue PB

Abstract: 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.

Keywords: Green self-identity; Green perceived values; Peer influence; Personal values; Young adults (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:155:y:2023:i:pb:s0148296322008451

DOI: 10.1016/j.jbusres.2022.113380

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