Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior

This study investigates the mechanism by which a proenvironmental self-identity (PESI) predicts green purchasing behavior (GPB) through various dimensions of green consumption values, following the recently published modern-mediation-analysis guidelines. The model was examined via 1,186 validated su...

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Bibliographic Details
Main Authors: Mutum, Dilip S., Mohd Ghazali, Ezlika, Wei-Pin, Woon
Format: Article
Published: WILEY 2021
Subjects:
Online Access:http://eprints.um.edu.my/27197/
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