Research on the Impact of Consumers’ Identity Salience on Green Consumption Intention

In the context of green consumption, consumers face the dilemma of balancing self and others’ interests. To address this issue, this study introduces a social identity perspective and constructs a theoretical framework in which individual and social identity affect green consumption intentions through altruism and subjective norms. Through online experiments, data was collected and empirically analyzed. The results show when consumers’ individual identity is emphasized, their altruism and subjective norms are weakened, leading to a decrease in their green consumption intentions. Conversely, when consumers’ social identity is emphasized, their altruism and subjective norms are strengthened, leading to an increase in their green consumption intentions. The conclusion indicates consumers possess both individual and social identities. Compared to individual identity, the salience of social identity will lead consumers to more broadly self-represent, pay more attention to the expectations and interests of others and social groups, and strengthen their willingness to engage in green consumption. This study provides decision-making basis for businesses in the design of green product information, advertising, and promotional strategies.