Transforming Environmental Values into Economic Behaviour: The Mediating Role of Green Consumer Identity in Willingness to Pay More

Year 2025, Volume: 6 Issue: Global Academic Perspective in Social Sciences, 195 - 227, 28.10.2025

Yavuz Selim Gülmez

Abstract

This study aims to examine how individuals’ environmental values and attitudes influence their willingness to pay more for green products. Accordingly, the research was conducted through an online survey with 404 participants across Turkey, employing a convenience sampling method. The data collection instruments included scales measuring pro-environmental behaviors, personal norms, green consumerism, and willingness to pay more, with the validity and reliability of the measurement models tested. The analysis involved frequency, factor, and reliability analyses, followed by a bootstrap-based mediation analysis to examine the direct and indirect effects among the variables. The findings indicate that pro-environmental behaviors and personal values do not have a statistically significant direct effect on the willingness to pay more for green products, but both variables exert strong and significant indirect effects through green consumerism. The study reveals that individuals translate their environmental values into economic behaviors only when they internalize a green consumer identity, highlighting the critical role of identity-based cognitive processes in the translation of values into actions. In this context, the study provides theoretical contributions to the literature on sustainable consumption behaviors and offers practical implications for marketing strategies and environmental policies.

Keywords

green consumerism , personal norms , pro-environmental behavior , willingness to pay more , mediation

Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü

Abstract

Bu çalışma, bireylerin çevresel değerlere ilişkin tutum ve eğilimlerinin, yeşil ürünlere yönelik daha fazla ödeme arzusunu nasıl etkilediğini incelemeyi amaçlamaktadır. Bu bağlamda çalışma, Türkiye genelinde 404 katılımcıyla çevrim içi anket yöntemi kullanılarak yürütülmüş ve kolayda örnekleme tercih edilmiştir. Veri toplama aracı olarak çevre yanlısı davranışlar, bireysel değerler, yeşil tüketicilik ve daha fazla ödeme arzusu ölçekleri uygulanmış, ölçüm modellerinin geçerlik ve güvenirliği test edilmiştir. Analiz sürecinde frekans, faktör ve güvenirlik analizleri ile birlikte, değişkenler arasındaki doğrudan ve dolaylı etkileri incelemek amacıyla bootstrap tabanlı aracılık analizi gerçekleştirilmiştir. Bulgular, çevre yanlısı davranışlar ve bireysel değerlerin yeşil ürünlere yönelik daha fazla ödeme arzusu üzerindeki doğrudan etkisinin anlamlı olmadığını, ancak her iki değişkenin yeşil tüketicilik aracılığıyla güçlü ve anlamlı dolaylı etkiler oluşturduğunu göstermektedir. Araştırma, bireylerin sahip oldukları çevresel değerleri, yeşil tüketici kimliklerini içselleştirmeleri aracılığıyla ekonomik davranışlara dönüştürülebileceğini ortaya koymakta ve değerlerin eyleme dönüşümünde kimlik temelli bilişsel süreçlerin önemini vurgulamaktadır. Bu bağlamda çalışma, sürdürülebilir tüketim davranışlarını anlamaya yönelik literatüre kuramsal katkı sağlamakta ve pazarlama stratejileri ile çevre politikaları için yol gösterici çıkarımlar sunmaktadır.

Keywords

yeşil tüketicilik , bireysel değerler , çevre yanlısı davranışlar , daha fazla ödeme arzusu , aracılık

References

• Achchuthan, S., Prahalathan, B., Umanakenan, R., & Kajenthiran, K. (2021). Enhancing behavioural intention among young consumers to choose green hotels: Evidence from a frontier market. In Proceedings of the 10th International Conference on Management and Economics (pp. 377-390). University of Ruhuna.
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
• Auger, P., & Devinney, T. M. (2007). Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions. Journal of Business Ethics, 76(4), 361-383. https://doi.org/10.1007/s10551-006-9287-y
• Babbie, E. (2016). The practice of social research (Fourteenth edition). Cengage Learning.
• Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27(1), 14-25. https://doi.org/10.1016/j.jenvp.2006.12.002
• Barbarossa, C., & De Pelsmacker, P. (2016). Positive and negative antecedents of purchasing eco-friendly products: A comparison between green and non-green consumers. Journal of Business Ethics, 134(2), 229-247. https://doi.org/10.1007/s10551-014-2425-z
• Bem, D. J. (1972). Self-perception theory. Advances in Experimental Social Psychology, 6, 1-62. https://doi.org/10.1016/S0065-2601(08)60024-6
• Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121-134. https://doi.org/10.1086/519142
• Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468. https://doi.org/10.1016/j.jclepro.2014.09.075
• Bozkurt, S. (2023). Process Makro ile aracılık, düzenleyicilik ve durumsal aracılık etki analizleri (SPSS uygulamalı). Ekin Yayınevi.
• Brown, T. A. (2015). Confirmatory factor analysis for applied research (Second edition). Guilford Press.
• Çabuk, S., Nakiboğlu, B., & Keleş, C. (2008). Tüketicilerin yeşil (ürün) satın alma davranışlarının sosyo-demografik değişkenler açısından incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Dergisi, 17(1), 85-102.
• Chan, R. Y. K., & Lau, L. B. Y. (2000). Antecedents of green purchases: A survey in China. Journal of Consumer Marketing, 17(4), 338-357. https://doi.org/10.1108/07363760010335358
• Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250
• Cheung, R., Lam, A. Y., & Lau, M. M. (2015). Drivers of green product adoption: The role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245. https://doi.org/10.1080/21639159.2015.1041781
• Clark, L. A., & Watson, D. (2019). Constructing validity: New developments in creating objective measuring instruments. Psychological Assessment, 31(12), 1412-1427. https://psycnet.apa.org/doi/10.1037/pas0000626
• Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (Fourth edition). SAGE Publications.
• D’Souza, C., Taghian, M., Lamb, P., & Peretiatko, R. (2007). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371-376. https://doi.org/10.1111/j.1470-6431.2006.00567.x
• Dangelico, R. M., & Vocalelli, D. (2017). “Green marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184
• de Groot, J. I. M., & Steg, L. (2007). Value orientations to explain beliefs related to environmental significant behavior: How to measure egoistic, altruistic, and biospheric value orientations. Environment and Behavior, 40(3), 330-354. https://doi.org/10.1177/0013916506297831
• Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87. https://doi.org/10.1525/cmr.2011.54.1.64
• Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480. https://doi.org/10.1016/S0148-2963(01)00241-7
• Doğan, O., Bulut, Z. A., & Çımrın, F. K. (2015). Bireylerin sürdürülebilir tüketim davranışlarının ölçülmesine yönelik bir ölçek geliştirme çalışması. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 29(4), 659-678.
• Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. https://doi.org/10.11648/j.ajtas.20160501.11
• Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272-299. https://doi.org/10.1037/1082-989X.4.3.272
• Field, A. (2013). Discovering statistics using IBM SPSS statistics (Fourth edition). SAGE Publications.
• Field, A. (2018). Discovering statistics using IBM SPSS statistics (Fifth edition). SAGE Publications.
• Fielding, K. S., McDonald, R., & Louis, W. R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318-326. https://doi.org/10.1016/j.jenvp.2008.03.003
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
• Gleim, M. R., Smith, J. S., Andrews, D., & Cronin Jr., J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44-61. https://doi.org/10.1016/j.jretai.2012.10.001
• Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404. https://doi.org/10.1037/a0017346
• Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (Eighth edition). Cengage Learning.
• Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354. https://doi.org/10.1016/j.jcps.2013.11.002
• Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis (Second edition). Guilford Press.
• Hong, Z., Li, M., Han, X. & He, X. (2020). Innovative green product diffusion through word of mouth. Transportation Research Part E: Logistics and Transportation Review, 134, 101833. https://doi.org/10.1016/j.tre.2019.101833
• Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
• İslamoğlu, H., & Alnıaçık, Ü. (2019). Sosyal bilimlerde araştırma yöntemleri. Beta Yayıncılık.
• Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001
• Kautish, P., & Sharma, R. (2021). Study on relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products. Journal of Indian Business Research, 13(1), 1-29. https://doi.org/10.1108/JIBR-01-2018-0013
• Kenny, D. A., Kaniskan, B., & McCoach, D. B. (2014). The performance of RMSEA in models with small degrees of freedom. Sociological Methods & Research, 44(3), 486-507. https://doi.org/10.1177/0049124114543236
• Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32, 592.
• Kline, R. B. (2016). Principles and practice of structural equation modeling (Fourth edition). The Guilford Press.
• Koller, M., Floh, A., & Zauner, A. (2011). Further insights into perceived value and consumer loyalty: A “green” perspective. Psychology & Marketing, 28(12), 1154-1176. https://doi.org/10.1002/mar.20432
• Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?. Environmental Education Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
• Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
• Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520. https://doi.org/10.1108/EUM0000000006155
• Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of Consumer Marketing, 26(2), 87-96. https://doi.org/10.1108/07363760910940456
• Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. https://doi.org/10.1007/s11747-012-0317-2
• Leonidou, L. C., Leonidou, C. N., & Kvasova, O. (2010). Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26(13-14), 1319-1344. https://doi.org/10.1080/0267257X.2010.523710
• Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18. https://doi.org/10.1016/j.jclepro.2011.10.002
• Liobikienė, G., & Poškus, M. S. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behavior: modifying the value-belief-norm theory. Sustainability, 11(12), 3324. https://doi.org/10.3390/su11123324
• Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31. https://doi.org/10.1509/jmkg.74.5.018
• Majeed, S., Kim, W. G., & Kim, T. (2023). Perceived green psychological benefits and customer pro-environment behavior in the value-belief-norm theory: The moderating role of perceived green CSR. International Journal of Hospitality Management, 113, 103502. https://doi.org/10.1016/j.ijhm.2023.103502
• Mazar, N., & Zhong, C. B. (2010). Do green products make us better people?. Psychological Science, 21(4), 494-498. https://doi.org/10.1177/0956797610363538
• Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167-175. https://doi.org/10.1108/JCM-10-2014-1179
• Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229. https://doi.org/10.1111/j.1470-6431.2006.00523.x
• Mümünoğlu, H., & Kahraman, P. B. (2025). Okul öncesi öğretmenlerinin sürdürülebilir çevre eğitimi bilinci ile çocukların sürdürülebilirlik davranışları arasındaki ilişkinin incelenmesi. Kocaeli Üniversitesi Eğitim Dergisi, 8(1), 248-280. https://doi.org/10.33400/kuje.1607071
• Nguyen, N. T., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers’ biospheric values, attitudes and advertising skepticism. Journal of Retailing and Consumer Services, 33, 98-108. http://dx.doi.org/10.1016/j.jretconser.2016.08.010
• Nguyen, N., & Johnson, L. W. (2020). Consumer behaviour and environmental sustainability. Journal of Consumer Behaviour, 19(6), 539-541. https://doi.org/10.1002/cb.1892
• Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (Third edition). McGraw-Hill.
• Osterhus, T. L. (1997). Pro-social consumer influence strategies: When and how do they work?. Journal of Marketing, 61(4), 16-29. https://doi.org/10.1177/002224299706100402
• Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
• Peattie, K. (1995). Environmental marketing management: Meeting the green challenge. Pitman Publishing.
• Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35, 195-228. https://doi.org/10.1146/annurev-environ-032609-094328
• Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy?. Qualitative Market Research: An International Journal, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
• Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319. https://doi.org/10.1016/j.jbusres.2011.01.016
• Reed, A., II, Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310-321. https://doi.org/10.1016/j.ijresmar.2012.08.002
• Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807-2819. https://doi.org/10.1002/bse.3048
• Rothenberg, L., & Matthews, D. (2017). Consumer decision making when purchasing eco-friendly apparel. International Journal of Retail & Distribution Management, 45(4), 404-418. https://doi.org/10.1108/IJRDM-06-2016-0099
• Salini, K., & Thomas, B. (2017). Sustainable consumption: The role of eco labels on consumers’ buying decision. IRA-International Journal of Management & Social Sciences, 8(1), 8-16. https://doi.org/10.21013/jmss.v8.n1.p2
• Schumacker, R. E., & Lomax, R. G. (2010). A beginner’s guide to structural equation modeling (Third edition). Taylor & Francis Group.
• Schwartz, S. H. (1977). Normative influence on altruism. Advances in Experimental Social Psychology, 10, 221-279. https://doi.org/10.1016/S0065-2601(08)60358-5
• Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6
• Sharma, A., & Joshi, S. (2017). Green consumerism: Overview and further research directions. International Journal of Process Management and Benchmarking (IJPMB), 7(2), 206-223. https://doi.org/10.1504/ijpmb.2017.083106
• Singh, A. K., & Bansal, M. (2012). Green marketing: A study of consumer attitude & environmental concern. Indian Journal of Commerce, 65(2), 273-283.
• Singh, P., Sahadev, S., Wei, X., & Henninger, C. E. (2023). Modelling the antecedents of consumers’ willingness to pay for eco‐labelled food products. International Journal of Consumer Studies, 47(4), 1256-1272. https://doi.org/10.1111/ijcs.12900
• Sivapalan, A., von der Heidt, T., Scherrer, P., & Sorwar, G. (2021). A consumer values-based approach to enhancing green consumption. Sustainable Production and Consumption, 28, 699-715. https://doi.org/10.1016/j.spc.2021.06.013
• Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309-317. https://doi.org/10.1016/j.jenvp.2008.10.004
• Steg, L., Bolderdijk, J. W., Keizer, K., & Perlaviciute, G. (2014). An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental Psychology, 38, 104-115. https://doi.org/10.1016/j.jenvp.2014.01.002
• Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81-97.
• Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin, & S. Worchel (Eds.), The social psychology of intergroup relations (33-47). Brooks/Cole.
• Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel, & W. G. Austin (Eds.), Psychology of intergroup relations (7-24). Nelson-Hall.
• Tavakol, M., & Dennick, R. (2011). Making sense of cronbach’s alpha. International Journal of Medical Education, 2, 53-55. https://doi.org/10.5116/ijme.4dfb.8dfd
• Testa, F., Iovino, R., & Iraldo, F. (2020). The circular economy and consumer behaviour: The mediating role of information seeking in buying circular packaging. Business Strategy and the Environment, 29(8), 3435-3448. https://doi.org/10.1002/bse.2587
• The Jamovi Project. (2023). Jamovi (Version 2.4) [Computer software]. https://www.jamovi.org (Erişim Tarihi: 25 Mayıs 2025).
• Thøgersen, J., & Ölander, F. (2002). Human values and the emergence of a sustainable consumption pattern: A panel study. Journal of Economic Psychology, 23(5), 605-630. https://doi.org/10.1016/S0167-4870(02)00120-4
• Toklu, A. T. (2019). Çevresel bilinç yeşil davranışı etkiler mi? Türkiye’nin Doğu Karadeniz bölgesinde bir araştırma. İşletme Araştırmaları Dergisi, 11(4), 2799-2811. https://doi.org/10.20491/isarder.2019.776
• TÜİK. (2023). Hanehalkı bilişim teknolojileri (BT) kullanım araştırması, 2023. Türkiye İstatistik Kurumu. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-%28BT%29-Kullanim-Arastirmasi-2023-49407(Erişim Tarihi: 31 Mayıs 2025).
• TÜİK. (2024). Hanehalkı bilişim teknolojileri (BT) kullanım araştırması, 2024. Türkiye İstatistik Kurumu. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-%28BT%29-Kullanim-Arastirmasi-2024-53492 (Erişim Tarihi: 08 Eylül 2025).
• Van der Werff, E., Steg, L., & Keizer, K. (2013). I am what I am, by looking past the present: The influence of biospheric values and past behavior on environmental self-identity. Environment and Behavior, 46(5), 626-657. https://doi.org/10.1177/0013916512475209
• Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194. https://doi.org/10.1007/s10806-005-5485-3
• Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230-238. https://doi.org/10.1016/j.jretconser.2018.08.015
• White, K., Habib, R., & Hardisty, D. J. (2019). How to shift consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49. https://doi.org/10.1177/0022242919825649
• Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30(3), 305-314. https://doi.org/10.1016/j.jenvp.2010.01.003
• Wiernik, B. M., Dilchert, S., & Ones, D. S. (2016). Age and employee green behaviors: A meta-analysis. Frontiers in Psychology, 7, 194. https://doi.org/10.3389/fpsyg.2016.00194
• Wiernik, B. M., Ones, D. S., & Dilchert, S. (2013). Age and environmental sustainability: A meta-analysis. Journal of Managerial Psychology, 28(7-8), 826-856. https://doi.org/10.1108/JMP-07-2013-0221
• Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
• Yadav, R., Balaji, M. S., & Jebarajakirthy, C. (2019). How psychological and contextual factors contribute to travelers’ propensity to choose green hotels?. International Journal of Hospitality Management, 77, 385-395. https://doi.org/10.1016/j.ijhm.2018.08.002
• Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31. https://doi.org/10.1002/sd.394