The Mediating Role of Norms in the Relationship between Green Identity and Purchase Intention of Eco-friendly Products

Environmentally friendly consumption has become a widespread phenomenon, yet little research exists concerning normative social influence on eco-friendly behavioral intentions and their relationship with green identity. This study examines how consumers' intention to purchase eco-friendly products is influenced by green identity and by the mediating role of injunctive and descriptive social norms and of personal norms. An online survey was administered to a sample of active online shoppers. The results indicate that both types of social norms mediate the relationship between green identity and purchase intentions, whereas personal norms do not. Moreover, injunctive social norms have a greater effect on purchase intentions than descriptive social norms do. The theoretical and managerial implications of the results and limitations are discussed and future research directions suggested.