The effect of green self identity, self-congruity, perceived value on bioplastic product purchase intention

Abstract

This study investigates the impact of green self-identity, self-congruity, and perceived value on consumer purchase intention toward bioplastic products. This study uses a quantitative and purposive sampling method to collect data. The total number of respondents is 250 respondents. The proposed hypotheses are tested using Structural Equation Modeling (SEM). This study finds that green self-identity has a positive effect on perceived value. While self-congruity moderates the relationship between green self-identity and perceived value. In addition, perceived value has a positive impact on purchase intention, and green self-identity has a positive effect on purchase intention.