Identity-Driven Green Consumption: Generational Differences in Willingness to Pay More for Green Cosmetics in an Emerging Market

This study examines how green and product self-concept influence consumers’ willingness to pay more for green cosmetics in an emerging market context. Drawing on Lazarus’s Appraisal Theory of Emotions and the Value–Belief–Norm (VBN) theory, the research investigates the mediating roles of ecological motives, health concern, and green word-of-mouth intention across Generation Y and Generation Z consumers. Using PLS-SEM and multi-group analysis on data from 460 Indian consumers, the findings reveal that product self-concept plays a stronger role than green self-concept in driving willingness to pay more through health-related and ecological pathways. The results offer theoretical extensions and strategic implications for global green cosmetic marketing.