Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior

Abstract This study investigates the mechanism by which proenvironmental self‐identity (PESI) predicts green purchasing behavior (GPB) through various dimensions of green consumption values, following the recently published modern‐mediation‐analysis guidelines. The model was examined via 1,186 validated survey responses from experienced green consumers. Data were analyzed using partial least squares structural equation modeling technique. Results demonstrate that the relationship between PESI and GPB is mediated by emotional, epistemic, social, and health values. The results, however, did not find support for mediation effects of conditional and functional values. In addition, consumer innovativeness was found to moderate the relationship between PESI and three out of five values (conditional, functional, and social values) examined. This study indicates that promoting the advantages of green products and strengthening PESI and consumption values are closely linked to GPBs. Additionally, peer referral appears to minimize the perceived risks associated with buying green products. Marketers of green products are encouraged to provide health‐related information such as calorie and nutritional content.