Anthropocentric, biospheric and egobiocentric environmental values and green product purchase intention: The mediating effect of environmental identity

Abstract

This study investigates how the relationship between environmental values (anthropocentric, biospheric and egobiocentric) and green product purchase intention is mediated by environmental identity. Asurvey conducted online involving 564 Australians informs the findings. Data analysis is performed using AMOS, a structural equation modelling package. Out of the three environmental values, egobiocentric values have the strongest influence on environmental identity followed by anthropocentric values, whilst biospheric values do not affect environmental identity. Whilst environmental identity fully mediates the relationship between anthropocentric and egobiocentric values and green product purchase intention, it does not mediate the relationship between biospheric values and green product purchase intention. Biospheric values have a direct relationship with green product purchase intention. The study provides valuable insights on developing green marketing strategies by revealing that unlike individuals with anthropocentric and egobiocentric values, individuals with biospheric values cannot be promoted to purchase green products as a form of environmental identity expression.