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.

中文翻译：

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在预测身份对绿色购买行为的影响时，消费价值的平行中介效应和创新的适度效应

这项研究遵循最近发布的现代中介分析指南，研究了环境自我认同（PESI）通过绿色消费价值的各个维度预测绿色购买行为（GPB）的机制。通过来自经验丰富的绿色消费者的1,186笔经过验证的调查问卷对模型进行了检验。使用偏最小二乘结构方程建模技术分析数据。结果表明，PESI和GPB之间的关系是由情感，认知，社会和健康价值观介导的。但是，该结果没有发现对条件和功能价值的中介作用的支持。另外，发现消费者创新可以缓和PESI与所研究的五个价值（条件价值，功能价值和社会价值）中的三个之间的关系。这项研究表明，推广绿色产品的优势以及增强PESI和消费价值与GPB紧密相关。此外，同行推荐似乎可以最大程度地减少与购买绿色产品相关的感知风险。鼓励绿色产品的销售商提供与健康有关的信息，例如卡路里和营养含量。