Doing Non-Transcendent Go Green: the Moderating Role of Identity on Value-Behavior Relationship

Values theory predicts that non-transcendent (vs. transcendent) consumers search for self oriented goals and prefer self than collective rewards (e.g. environmental cause) (Schwartz, 1992). When can non-transcendent people go green? Using the identity-based motivation model (Oyserman, 2009) to investigate how identity moderates the impact of values on behavioral intentions. The results show that when a personal identity is primed, transcendent (vs. non-transcendent) values result in more green consumption. However, in a social identity, transcendent and non-transcendent values lead to similar green consumption levels. These findings extend past research by showing identity-based motivation as a boundary condition for the value-behavior relationship.


Diego Costa-Pinto, Adilson Borges, Walter Nique, and Márcia Herter (2011) ,"Doing Non-Transcendent Go Green: the Moderating Role of Identity on Value-Behavior Relationship", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 705-706.


Diego Costa-Pinto, Reims Management School, France
Adilson Borges, Reims Management School, France
Walter Nique, UFRGS, Brazil
Márcia Herter, Reims Management School, France


NA - Advances in Consumer Research Volume 39 | 2011

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