THE IMPACT OF CONSUMER VALUES ON SUSTAINABLE CONSUMPTION BEHAVIOR THROUGH SELF-IDENTITY PERSPECTIVE

Abstract

Due to increasing concern for the environment, companies are promoting sustainable products and services. Research on antecedents of consumers’ sustainable consumption behavior has been a major focus nowadays. The purpose of this research study is to examine the impact of egoistic, emotional, social, functional, and altruistic values on sustainable consumption behavior. Moreover, the mediating role of sustainable self-identity is also investigated. Data were collected from 383 respondents through survey technique. A quantitative approach is used and hypotheses were tested through regression analysis. Results show that egoistic, emotional, social, functional, and altruistic values positively affect sustainable consumption behavior of consumers. Moreover, sustainable self-identity mediates the effect of egoistic, emotional, social, functional, and altruistic values on sustainable consumption behavior. This is the first study of its kind to present a holistic view of the effect of key consumer values on sustainable consumption behavior. Managerial implications are discussed at the end of the study.