Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317212 
Year of Publication: 
2022
Citation: 
[Journal:] Organizations and Markets in Emerging Economies [ISSN:] 2345-0037 [Volume:] 13 [Issue:] 2 [Year:] 2022 [Pages:] 336-356
Publisher: 
Vilnius University Press, Vilnius
Abstract: 
The aim of this paper is to explore the role of green self-identity and self-congruity with green food products in predicting consumers' sustainable food consumption behaviour. Previous research suggests that there is a relationship between individuals' self-identity and the consumption of products. However, when it comes to the realm of sustainable food consumption, those relations are not unambiguous. This study employs a survey with a sample of 837 respondents in Lithuania. The findings confirm that green self-identity and self-congruity with green food products positively influence subsequent sustainable food consumption behaviour both directly and indirectly. The implications of this study can be used to better understand green consumer behaviour and provide useful information to marketers and policymakers by suggesting that the promotion of sustainable food consumption behaviour should highlight not only functional but symbolic benefits as well.
Subjects: 
green self-identity
self-congruity with green food products
sustainability
sustainable food consumption
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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