The antecedents of Green self-identity on Sustainable Consumption behavior: The intergrative model between Elaboration Likelihood Model (ELM) and Self-Determination Theory (SDT)

Abstract

Aim: By integrating the Elaboration Likelihood Model (ELM) and Self-Determination Theory (SDT), this study constructs a theoretical framework to explore the antecedents and mechanisms influencing the formation of Green self-identity. Specifically, ELM explains the formation of Green self-identity through two pathways: the central route and the peripheral route. The peripheral route includes two factors: Green peer influence and Perceived green communication. Based on SDT, this study identifies SDT motivations as the key elements of the central route. The SDT- driven factors influencing Green self-identity include Green mindfulness, Environmental consciousness, Green innovativeness, and Anticipated guilt. Additionally, the study aims to examine the impact of Green self-identity on Sustainable consumption behavior under the moderating effects of Price sensitivity and Perceived green value. Methodology: The study employs a quantitative approach to test the proposed hypotheses. Data are analyzed using the SmartPLS Structural Equation Modeling (SEM) approach to assess both structural and measurement models. Findings: The findings indicate that key antecedents influencing an individual's Green self-identity through the central route include Green mindfulness, Environmental consciousness, Green innovativeness, and Anticipated guilt, while the peripheral route comprises Green peer influence and Received green communication. Furthermore, Green self-identity has a positive impact on Sustainable consumption behavior, moderated by Perceived green value. Additionally, the antecedents indirectly influence Sustainable consumption behavior. Contribution: This study strives to construct a novel theoretical framework, offering deeper insights into the impact of SDT- driven antecedents on attitudes and behaviors. Moreover, it contributes to the literature by providing empirical evidence on the relationship between antecedents and Green self-identity