How does green consumers' self‐concept promote willingness to pay more? A sequential mediation effect of green product virtue and green perceived value

Abstract This study investigates the consumers' processing route of WTPM for green products from consumers' self‐concepts. Employing the norm activation model and Lazarus appraisal theory, this study proposes the direct and indirect routes of self‐concepts (i.e., green and product self‐concepts) that influence consumers' WTPM. The causal chain of green product virtue and green perceived value is explored. Online survey data for 313 Indian green consumers inform the findings. The findings reveal that consumers' product self‐concept and green self‐concept influence their WTPM through green product virtue and green perceived value. Such findings support the sequential mediation effect. This study provides an alternative and novel psychological mechanism for how consumers' self‐concepts can influence WTPM through green product virtue and green perceived value. The findings inform green marketers to use green product virtue and green perceived value to induce green consumers' WTPM while designing effective segmentation and communication strategies.