Understanding Green Self-identity: Does It Affect Green Buying Behavior?

Green buying behavior needs attention because of the environmental damage that occurs. Purchasing green products can reduce the negative environmental impacts and ensure environmental sustainability. This study investigates the effects of green knowledge, green self-identity, and green attitudes on green buying behavior. This study also examines the role of green self-identity in mediating the relationship between green knowledge and green buying behavior, as well as green attitudes as a mediating variable of the effect of green self-identity on green buying behavior. This study was analyzed using partial least squares structural equation modeling, involving the selection of 762 respondents in Indonesia using a purposive sampling technique. The results document positive associations between green knowledge and green self-identity, green self-identity and green attitudes, and green self-identity and green attitudes with green buying behavior. Moreover, green self-identity mediates the relationship between green knowledge and green buying behavior, and green attitudes mediate the relationship between green self-identity and green buying behavior. Lastly, green knowledge and green self-identity are crucial in influencing consumers' buying behavior. Individuals with a more comprehensive understanding of the environment will develop a more positive self-perception of the environment. This study contributes to the social identity theory by highlighting the impact of customers' green self-identities on their green purchasing decisions. A practical implication of this research is that companies that produce environmentally friendly products are expected to be increasingly involved in the activities of certain social groups or communities in order to form an eco-friendly consumer self-identity.