ABSTRACT While green self‐identity is widely recognized as a key driver of sustainable consumption, prior research has largely treated it as a homogeneous construct. Drawing on self‐congruity theory and recent distinctions between product‐dependent and ideology‐based identity expressions, this study examines whether the behavioral impact of green self‐identity varies depending on how identity is enacted. Using a sequential two‐study design, Study 1 employed a between‐subject experimental priming procedure to activate product‐dependent versus ideology‐based green self‐identity. Results from 556 electric vehicle owners indicate that product‐dependent activation produces significantly higher levels of green self‐identity. Study 2 applied multi‐group structural equation modeling (PLS‐MGA) to compare structural relationships across identity expression groups. The findings reveal that the positive effects of green self‐identity on consumer loyalty and purchase intention are significantly stronger among product‐dependent consumers. Furthermore, consumer loyalty fully mediates the relationship between green self‐identity and purchase intention, with this mediation effect being significantly stronger under product‐dependent identity conditions. In contrast, ideology‐based identity demonstrates comparatively weaker behavioral transmission effects. By demonstrating that the mode of identity enactment conditions the strength of identity‐driven behavioral mechanisms, this research advances identity theory in sustainable consumption and provides strategic implications for segmenting green consumers based on distinct identity orientations.
Hua et al. (Tue,) studied this question.