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Moral identity, consumption values and green purchase behaviour

S.M. Sohel Rana (School of Business and Entrepreneurship, Independent University, Dhaka, Bangladesh)
Mohammad Solaiman (Faculty of Business Studies, Comilla University, Comilla, Bangladesh)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 20 October 2022

Issue publication date: 18 October 2023




This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.


In this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.


Findings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.


The energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.



Rana, S.M.S. and Solaiman, M. (2023), "Moral identity, consumption values and green purchase behaviour", Journal of Islamic Marketing, Vol. 14 No. 10, pp. 2550-2574.



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