Fostering green purchasing behavior: the moderated mediation role of customer disidentification

PurposeThis study aims to identify the determinants of customers' green purchasing behaviors. First, the study examines the relationship between green self-identity (GSI) and green peer influence (GPI) on green purchase behavior (GPB). Second, it examines the relationships between both GSI and GPI, and purchasing behavior mediated by green consumption values (functional value (FV) and social value (SV)). Third, it investigates the moderating effect of customer disidentification (CDI) on the relationships between GSI and both green consumption values. Finally, it investigates the indirect relationships between GSI and purchasing behavior moderated by CDI.Design/methodology/approachA quantitative study is conducted using a survey of 204 Egyptian buyers of organic food products. AMOS and Hayes's PROCESS macro are used to test the hypotheses under investigation.FindingsThe customer's peer influence and GSI are found to have a positive impact on green purchasing behavior. Additionally, the mediating impact of values and the moderating impact of CDI are also confirmed.Practical implicationsThis study helps organic food companies in identifying the determinants of customers' green purchasing behavior. The results of the study will guide the efforts of green marketing professionals in promoting green products in the Egyptian market.Originality/valueSince the notion of green consumption is still in its infancy, there is a need for further exploration on the green consumption concept to better understand customers' predictors of that type of consumption; accordingly, the current research was conducted.