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

• المؤلفون الرئيسيون: Mutum, Dilip S., Mohd Ghazali, Ezlika, Wei-Pin, Woon
• التنسيق: مقال
• منشور في: WILEY 2021
• الموضوعات: HC Economic History and Conditions; HF Commerce; Business
• الوصول للمادة أونلاين: http://eprints.um.edu.my/27197/

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...