Moral identity and engagement in sustainable consumption
ISSN: 0736-3761
Article publication date: 31 May 2022
Issue publication date: 25 July 2022
Abstract
Purpose
This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret and identity theories to propose hypotheses and explain research findings.
Design/methodology/approach
Data collection was via online survey, and analysed using partial least squares structural equation modelling to test hypotheses.
Findings
Symbolization and internalization dimensions of moral identity are positively associated with five dimensions of engagement. Moreover, the relationship between moral identity and specific dimensions of engagement in sustainable consumption is stronger among males than females.
Originality/value
This study suggests a novel mechanism in a hitherto under-researched area in the sustainability and moral identity literature, viz. consumer engagement in sustainable consumption when moral identity is present. This research also adds to current knowledge regarding gender effects in the link between the symbolization and internalization dimensions of moral identity and engagement in sustainable consumption.
Keywords
Acknowledgements
This project has received funding from the Research Council of Lithuania (LMTLT), agreement No [S-MIP-17-123].
Citation
Salciuviene, L., Banytė, J., Vilkas, M., Dovalienė, A. and Gravelines, Ž. (2022), "Moral identity and engagement in sustainable consumption", Journal of Consumer Marketing, Vol. 39 No. 5, pp. 445-459. https://doi.org/10.1108/JCM-03-2021-4506
Publisher
:Emerald Publishing Limited
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