From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention

Magdalena Grębosz-Krawczyk, Agnieszka Zakrzewska-Bielawska and Sylwia Flaszewska
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Magdalena Grębosz-Krawczyk: Department of European Integration and International Marketing, Faculty of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland
Agnieszka Zakrzewska-Bielawska: Department of Management, Faculty of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland
Sylwia Flaszewska: Department of Management, Faculty of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland

Energies, 2021, vol. 14, issue 18, 1-17

Abstract: This study examines the mechanism by which pro-environmental self-identity (PESI) affects green energy purchase intention (GEPI) through different dimensions of consumption values. The concept of pro-environmental self-identity is rarely discussed in the context of green energy purchase intention. Additionally, the amount of research concerning consumers’ attitudes and behaviours towards photovoltaic panels is limited. We fill this cognitive gap by testing a relation between pro-environmental self-identity and green energy purchase intention. The data collection was carried out based on an indirect method of gathering information—using an online survey. Research was conducted among 250 Polish customers. The partial least squares structural equation modelling technique was applied. The research results show that the relations between PESI and GEPI is mediated totally by social and partially by emotional values. The mediating impact of functional values was not confirmed. The results of this study illustrate the importance of intangible—social and emotional—values and its impact on the consumer behaviour toward green energy. This study can help marketers more efficiently promote the installation of photovoltaic panels in European countries.

Keywords: pro-environmental self-identity; green energy purchase intention; photovoltaic panels; social value; emotional value (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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