Sep 2026· Interdisciplinary Academic and Research Journal· Vol 6, pp. e295650· 0 citations
Abstract
Background and Aims: Based on altruistic motivation, identity, and costly signaling theories, this study explores the effects of green self-identity and moral identity on conspicuous green consumption, and examines the moderating roles of empathy and future orientation.
Methodology: Partial least squares structural equation modeling (PLS-SEM) was employed to analyze survey data collected in March 2025 from 929 Chinese new energy vehicle (NEV) owners, obtained through an online convenience sampling approach using WeChat and QQ.
Results: Both green self-identity and moral identity positively affect conspicuous green consumption; empathy moderates both relationships positively, while future orientation only positively moderates the link between moral identity and the consumption.
Conclusion: This study uncovers the dual identities driving the consumption, clarifies the boundary conditions of empathy and future orientation, and provides insights for practitioners and policymakers to design strategies for promoting conspicuous green and sustainable consumption.
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