Environmental self-identity and purchasing eco-friendly products

This study analyzed a process model of purchasing eco-friendly products. It extended Ajzen’s theory of planned behavior by linking environmental self-identity to purchase intention and behavior. Survey data from 466 consumers aged 20 to 59 years in Seoul, South Korea, were collected. SEM was used to test 10 hypotheses and of the 10 hypotheses, 9 were supported. The results of this study suggest that the environmental self-identity is an important preceding variable in the process of eco products, and theory can be applied to the purchase intention and behavior of eco-friendly products. By incorporating environmental self-identity an extended model of TPB was proposed and empirically tested. This model is comprehensive as it affects the intent to purchase and ultimately links to buying behavior.