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Moral identity and engagement in sustainable consumption

Laura Salciuviene (Department of Strategy and International Business, University of Birmingham Edgbaston Campus, Birmingham, UK)
Jūratė Banytė (Sustainable Management Research Group, Kaunas University of Technology, Kaunas, Lithuania)
Mantas Vilkas (Digitalization Research Group, Kaunas University of Technology, Kaunas, Lithuania)
Aistė Dovalienė (Sustainable Management Research Group, Kaunas University of Technology, Kaunas, Lithuania)
Žaneta Gravelines (Sustainable Management Research Group, Kaunas University of Technology, Kaunas, Lithuania)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 31 May 2022

Issue publication date: 25 July 2022

1357

Abstract

Purpose

This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret and identity theories to propose hypotheses and explain research findings.

Design/methodology/approach

Data collection was via online survey, and analysed using partial least squares structural equation modelling to test hypotheses.

Findings

Symbolization and internalization dimensions of moral identity are positively associated with five dimensions of engagement. Moreover, the relationship between moral identity and specific dimensions of engagement in sustainable consumption is stronger among males than females.

Originality/value

This study suggests a novel mechanism in a hitherto under-researched area in the sustainability and moral identity literature, viz. consumer engagement in sustainable consumption when moral identity is present. This research also adds to current knowledge regarding gender effects in the link between the symbolization and internalization dimensions of moral identity and engagement in sustainable consumption.

Keywords

Acknowledgements

This project has received funding from the Research Council of Lithuania (LMTLT), agreement No [S-MIP-17-123].

Citation

Salciuviene, L., Banytė, J., Vilkas, M., Dovalienė, A. and Gravelines, Ž. (2022), "Moral identity and engagement in sustainable consumption", Journal of Consumer Marketing, Vol. 39 No. 5, pp. 445-459. https://doi.org/10.1108/JCM-03-2021-4506

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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