LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT | ||
| E-ISSN: 2705-4748 P-ISSN: 2705-4683 | ||
Vol. 5, Issue 1 (Mar-2023)
THE ROLE OF SOCIAL & SELF-IDENTITY FACTORS IN GREEN BUYING BEHAVIOR
Author(s):Rupak Raj Sigdel, Dr. Sandeep Kautish
Abstract:Consumers are becoming more aware of their environmental effect and are adopting eco-friendly activities. Concerns about the environment, such as air pollution, global warming, hazardous waste disposal, and water contamination, have increased the emphasis on responsible consuming behaviors. The adoption of green strategies by businesses is becoming increasingly important to consumers, who are interested in supporting companies that prioritize sustainability. Social identification and self-identity impact green purchasing habits. The sensation of belonging to a certain social group is referred to as social identity, whereas self-identification refers to an individual’s constant self-perception. These factors affect how consumers use brands and products to create and express their sense of self to themselves and others, which can have implications for their purchasing behavior.
This thesis explores the role of social and self-identity factors in shaping green buying behavior among consumers. A deductive approach was adopted, incorporating quantitative data collection methods. The study involved a sample of 500 consumers, who completed an online survey.
The results of the study indicate that social identity factors, such as group norms and peer pressure, play a significant role in shaping green buying behavior. In addition, consumers’ self-identity, such as their personal values and beliefs, also influence their willingness to engage in environmentally friendly consumption behaviors.
The study also revealed that consumers who have a stronger sense of environmental self-identity are more likely to engage in green buying behavior. However, the influence of social identity factors on green buying behavior was found to be stronger than the influence of self-identity factors.
This thesis explores the role of social and self-identity factors in shaping green buying behavior among consumers. A deductive approach was adopted, incorporating quantitative data collection methods. The study involved a sample of 500 consumers, who completed an online survey.
The results of the study indicate that social identity factors, such as group norms and peer pressure, play a significant role in shaping green buying behavior. In addition, consumers’ self-identity, such as their personal values and beliefs, also influence their willingness to engage in environmentally friendly consumption behaviors.
The study also revealed that consumers who have a stronger sense of environmental self-identity are more likely to engage in green buying behavior. However, the influence of social identity factors on green buying behavior was found to be stronger than the influence of self-identity factors.
Keywords – Social Identity, Self-Identity, Green Buying Behavior, Social Influence, Environmental Attitude, Consumer Self-Identity, Consumer Product.
Pages: 15-20
