IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v16y2022i1p211-231.html
   My bibliography  Save this article

How does consumer moral identity influence green consumption through self-enhancement/self-verification? An empirical investigation in Sierra Leone

Author

Listed:
  • Mahmoud Sulaiman Sesay

    (School of Business, University of International Business and Economics, Beijing, 100029, China.)

  • Xiaoling Guo

    (School of Business, University of International Business and Economics, Beijing, 100029, China.)

Abstract

Green consumption awareness and environmental concerns have increased the demand for green products. This study will look into how the moral identity of consumers influences their green consumption through self-enhancement/self-verification. This research examines Sierra Leonean consumption patterns and intentions for green products, intending to analyze consumers' morality toward green purchase intention through self-enhancement and self-verification. According to studies, there has been a dearth of empirical studies aimed at such consumers, and this aims to fill that gap. In this study, the basic theoretical models are the theory of moral identity and the Optimal Distinctive Theory (ODT). Based on survey data from 390 consumers, this study discovers that consumers' morality (internalization and symbolization) has a significant and positive effect on their intention to purchase convenient green products. Additionally, the study discovers that consumers' self-verification and self-enhancement mediate the relationship between consumers' moral identity internalization and moral identity symbolization and their purchase intentions for convenient green products. while the need for uniqueness has no significant moderating effect on consumer purchase intention. The results of the study will make a big difference in the development of environmental laws, persuasive communication techniques, and green marketing strategies for BOP customers, which will make them more likely to buy green products and encourage them to do so in a sustainable way.

Suggested Citation

  • Mahmoud Sulaiman Sesay & Xiaoling Guo, 2022. "How does consumer moral identity influence green consumption through self-enhancement/self-verification? An empirical investigation in Sierra Leone," International Journal of Science and Business, IJSAB International, vol. 16(1), pages 211-231.
    • Handle: RePEc:aif:journl:v:16:y:2022:i:1:p:211-231
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/984.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-16-issue-1/5178
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Oakes, J. Michael & Rossi, Peter H., 2003. "The measurement of SES in health research: current practice and steps toward a new approach," Social Science & Medicine, Elsevier, vol. 56(4), pages 769-784, February.
    2. Lingyun Chen, 2013. "A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China," Information Management and Business Review, AMH International, vol. 5(7), pages 342-346.
    3. Trautmann, Stefan T. & van de Kuilen, Gijs & Zeckhauser, Richard J., 2013. "Social Class and Un(ethical) Behavior: A Framework, with Evidence from a Large Population Sample," Working Paper Series rwp13-004, Harvard University, John F. Kennedy School of Government.
    4. Peng Cui & Yanhui Mao & Yufan Shen & Jianhong Ma, 2021. "Moral Identity and Subjective Well-Being: The Mediating Role of Identity Commitment Quality," IJERPH, MDPI, vol. 18(18), pages 1-14, September.
    5. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    6. Ramayah, T. & Lee, Jason Wai Chow & Mohamad, Osman, 2010. "Green product purchase intention: Some insights from a developing country," Resources, Conservation & Recycling, Elsevier, vol. 54(12), pages 1419-1427.
    7. Holt, Douglas B, 1998. "Does Cultural Capital Structure American Consumption?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 1-25, June.
    8. Burnkrant, Robert E & Cousineau, Alain, 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 206-215, December.
    9. Jenny G. Olson & Brent McFerran & Andrea C. Morales & Darren W. Dahl, 2016. "Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices," Journal of Consumer Research, Oxford University Press, vol. 42(6), pages 879-896.
    10. Richins, Marsha L, 1994. "Valuing Things: The Public and Private Meanings of Possessions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 504-521, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Long Niu & Chuntian Lu & Lijuan Fan, 2023. "Social Class and Private-Sphere Green Behavior in China: The Mediating Effects of Perceived Status and Environmental Concern," IJERPH, MDPI, vol. 20(5), pages 1-15, February.
    2. Tunca, Burak & Anselmsson, Johan, 2019. "‘You are where you shop’: Examining stereotypes about town center shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 242-252.
    3. Martin Korndörfer & Boris Egloff & Stefan C. Schmukle, 2015. "A Large Scale Test of the Effect of Social Class on Prosocial Behavior," Working Papers 1601, Gutenberg School of Management and Economics, Johannes Gutenberg-Universität Mainz.
    4. Imran Ali & Mohammad Naushad, 2023. "Determinants of Green Energy Technology Purchase Intention: An Analytical Study," International Journal of Energy Economics and Policy, Econjournals, vol. 13(4), pages 375-382, July.
    5. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    7. Martin Korndörfer & Boris Egloff & Stefan C. Schmukle, 2015. "A Large Scale Test of the Effect of Social Class on Prosocial Behavior," SOEPpapers on Multidisciplinary Panel Data Research 808, DIW Berlin, The German Socio-Economic Panel (SOEP).
    8. Alfis S. Gayazov & Gulnara F. Zamaletdinova & Artur F. Amirov & Andrey V. Kostryukov & Evgeniya I. Tikhomirova, 2016. "Modern Teaching Tendencies of Critical Thinking Forming of University Students," International Review of Management and Marketing, Econjournals, vol. 6(2), pages 358-363.
    9. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    10. Kim, Juran & Kang, Seungmook & Bae, Joonheui, 2022. "Human likeness and attachment effect on the perceived interactivity of AI speakers," Journal of Business Research, Elsevier, vol. 144(C), pages 797-804.
    11. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    12. Hoeck, Sarah & François, Guido & Van der Heyden, Johan & Geerts, Joanna & Van Hal, Guido, 2011. "Healthcare utilisation among the Belgian elderly in relation to their socio-economic status," Health Policy, Elsevier, vol. 99(2), pages 174-182, February.
    13. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    15. G. Rejikumar & Aswathy Asokan-Ajitha & Sofi Dinesh & Ajay Jose, 2022. "The role of cognitive complexity and risk aversion in online herd behavior," Electronic Commerce Research, Springer, vol. 22(2), pages 585-621, June.
    16. David Yoon Kin Tong & Chau Keng Tee & Hishamuddin Ismail, 2016. "Developing the Profile of Green Consumer and Family Decision Making Model: A Review," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 282-291, September.
    17. Kamrul Islam Syed & Prof. Abu Bakr Sade & Prof. Huam Hon Tot, 2024. "Perceived Benefits, Social Influence, Self-Efficacy and Digital Consumerism: The Moderating Role of Digital Accountability," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(1), pages 393-407, January.
    18. Chen, Zengxiang & Huang, Yunhui, 2016. "Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 868-880.
    19. Isabelle Roskam & Jean-Christophe Meunier & Marie Stievenart, 2015. "From Parents to Siblings and Peers," SAGE Open, , vol. 5(4), pages 21582440156, October.
    20. Philipp Kircher & Andrew Postlewaite, 2008. "Strategic Firms and Endogenous Consumer Emulation," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 123(2), pages 621-661.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:16:y:2022:i:1:p:211-231. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.