The effect of green self-concept (GSC) and product self-concept (PSC) on green buying intention and behavior of young consumers in Ho Chi Minh city - The mediating effect of green self-identity

Abstract

Globally, unsustainable consumption patterns contribute to severe environmental problems such as global warming and climate change, compelling consumers to give up their traditional lives. They are now increasingly aware of using environmentally friendly green goods instead of traditional products that are less valuable in protecting the environment. That is why businesses try to adopt strategies to develop eco-friendly products in order to gain the interest of the customers. Indeed, it is essential for the organization to understand customer attitude and differ from their behavior which includes influences forming the intentions of consumers in buying green products. Many researches have attempted to investigate the correlation between green consumerism and the purchasing behavior of a person using traditional theories. However, the function of green self-concept and product self-concept regarding to shaping customer's green purchasing intention with the emergence of green self-identity acted as a crucial mediator is considered as challenging issue. The research objectives are clarifying the relationship of these concepts leading to the intention and behavior of green consumption. The findings of this research can be utilized to understand the green customer performance in order to implement organizational practice methods and proper policies in terms of economic areas. This research is primarily intended for young to medium-aged groups, people who have awareness and concerns about environmental problems and green consumption. Selective sampling in the method of data collection focusing only on group aging 18 to 35, who now reside in Ho Chi Minh City. As young consumers are extremely sensitive to environmental concerns, they can invest additional benefits in environmentally sustainable and healthy lifestyles. The analysis is performed through Quantitative Research and the findings of related responses have been gathered by almost all online surveys. Proposed hypotheses were estimated with the use of PLS-SEM model. Finally, the findings proved that all hypotheses were supported, with the greatest impact of green purchasing intention on green purchasing behavior. It is also proved that the noticeable influence of green self concept and product self-concept on green self-identity. Furthermore, green self-identity is considered as a partial mediator with the significant effect in the relationship of green self concept, product self-concept and green purchasing intention.