The impact of moral identity on consumers’ green consumption tendency: The role of perceived responsibility for environmental damage

By Bo Wu, Zhiyong Yang. Journal of Environmental Psychology, 2018

152 citations recorded by the source corpus.

Abstract In this research, we examine the effects of moral identity on green consumption tendency and a key process underlying such effects. In five studies, we show that moral identity increases consumers’ tendency to choose green products or exert effort on green consumption. This is mainly due to feelings of responsibility for environmental damage. Consistent with the responsibility account, consumers whose moral identity is not activated are more likely to engage in green consumption when their responsibility for environmental damage is heightened (compared to a control condition in which perceived responsibility is unchanged). However, consumers whose moral identity is activated are less likely to engage in green consumption when their responsibility for environmental damage is reduced (compared to a control condition in which perceived responsibility is unchanged).

Subfields: Cognitive Neuroscience, Information Systems and Management, Marketing

View Paper: https://www.semanticscholar.org/paper/dce7c7abe228bf1c031224bd4a82ff054cfa9b5e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Syed Shah Alam

In Marketing

1. Guangjia Zheng
2. Mohammad Masukujjaman
3. Guanghua Sheng
4. A. Akter
5. Syed Shah Alam
6. Abu Bakkar Siddik

Citations in the corpus

• Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude (2020, background): “However, this research focused on the following aspects: GC theories [79,80] GC trends [7], GC marketing tactics [66] and GC considerations [81,82].”
• Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity (2020, background): “to bear environmental responsibility and engage in pro-environmental behavior [14,15].”