Green consumers and their identities: how identities change the motivation for green consumption

Pinto Diego Costa; Nique Walter Meucci; Herter Marcia Maurer; Borges Adilson

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Green consumers and their identities: how identities change the motivation for green consumption

机译：绿色消费者及其身份：身份如何改变绿色消费的动力

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This research aims to fill the gap in green consumption literature from the perspective of values as types of intentions and identity-based motivation. In two studies, we examine how the salience of personal and social identities can change the relationship between types of intentions and green consumption. The results demonstrate that when personal identity is salient, self-transcendence intentions influence green consumption more than self-enhancement intentions. This is because personal identity (compared with social identity) increases the positive effect of congruent intentions (self-transcendence) on green consumption. However, when social identity is salient, self-transcendence and self-enhancement intentions have a similar impact on green consumption. This is because social identity (compared with personal identity) reduces the negative effect of self-enhancement intentions on green consumption. Finally, we discuss theoretical and managerial implications for values as types of intentions, identity-based motivation and green consumption.

机译：这项研究旨在从作为意图类型和基于身份的动机的价值观的角度填补绿色消费文献中的空白。在两项研究中，我们研究了个人和社会身份的显着性如何改变意图类型与绿色消费之间的关系。结果表明，当个人身份突出时，自我超越意图对绿色消费的影响要大于自我提升意图。这是因为个人身份（与社会身份相比）增加了一致意向（自我超越）对绿色消费的积极影响。但是，当社会认同显着时，自我超越和自我增强的意图会对绿色消费产生类似的影响。这是因为社会身份（与个人身份相比）减少了自我增强意图对绿色消费的负面影响。最后，我们讨论了价值的理论和管理含义，例如意图类型，基于身份的动机和绿色消费。

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来源
《International Journal of Consumer Studies》 |2016年第6期|742-753|共12页
作者
Pinto Diego Costa; Nique Walter Meucci; Herter Marcia Maurer; Borges Adilson;
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作者单位

ESPM Business Sch, Rua Guilherme Schell,350 Santo Antonio, BR-90640040 Porto Alegre, RS, Brazil;

Fed Univ Rio Grande Sul UFRGS, Porto Alegre, RS, Brazil;

FADERGS, Porto Alegre, RS, Brazil;

Behav Sci Res Ctr, NEOMA Business Sch, Reims, France;

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正文语种 eng
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Green consumption; identity-based motivation; personal and social identities; self-enhancement; self-transcendence; values;

机译：绿色消费;基于身份的动机;个人和社会身份;自我增强;自我超越;价值观;

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机译：设想未来购买：消费图像视角和身份对消费者动机的影响
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5. Understanding green consumption: An in-depth investigation of what influences Thai consumers to purchase green products. [D] . Posri, Witchuda. 2014

机译：了解绿色消费：对影响泰国消费者购买绿色产品的因素的深入调查。
6. Data to assess the effect of moral identity on green consumption tendency [O] . Bo Wu, Zhiyong Yang 2018

机译：评估道德认同对绿色消费趋势影响的数据
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Green consumers and their identities: how identities change the motivation for green consumption

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