The effect of consumption experience on self-perception, willingness to pay, and purchase intention toward green products among Generation Z

The purpose of this research is to measure the impact of green consumption experience on self-perception, willingness to pay, and purchase intention toward green products. This study utilises four lab experiments, followed by three replication-controlled field studies, with Georgian Generation Z consumers. The results confirm the causal effect of consumption experience on self-perception, self-esteem on willingness to pay, and, subsequently, self-perception on purchase intention towards green products. The findings also established the indirect impact of consumption experience on self-perception through self-esteem and social worth. However, the findings did not support the mediating role of self-diagnostic value. The study contributes to the literature by investigating the effect of consumption experience and its indirect effects through hedonistic values on consumer perception and behaviour towards green products. The consumption experience and its link to self-perception has not been explored thoroughly previously.