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Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z

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  • Muhammad Yaseen Bhutto

    (Business School, Shandong Jianzhu University, Jinan 250101, China)

  • Mussadiq Ali Khan

    (Faculty of Economics and Business, Universiti Malaysia Sarawak, Kota Samarahan 94300, Malaysia)

  • Myriam Ertz

    (Labo NFC, Department of Economics and Administrative Sciences, University of Quebec in Chicoutimi, Saguenay, QC G7H 2B1, Canada)

  • Haowei Sun

    (School of Art, Shandong Jianzhu University, Jinan 250101, China)

Abstract

Consumption values and consumer identities have been widely explored as needed in the literature on sustainability, but they are mainly treated as separate predictors of sustainable behavior. Researchers are calling for further analysis of these variables’ combined impacts to investigate sustainable behavior. This research integrates consumption values theory (functional, social, conditional, epistemic, and emotional) and ethical self-identity to explore the intention to adopt green vehicles among Generation Z. The data in this paper were collected from 319 respondents through a structured questionnaire in two universities in Islamabad, Pakistan. We used the PLS-SEM approach to analyze the results; we found that functional value (quality), social value, conditional value, and emotional value significantly influenced the intention to adopt green vehicles among Generation Z. The study further demonstrated that ethical self-identity significantly mediates the relationship between consumption values and the intention to adopt green vehicles among Generation Z. Our findings indicate that ethical self-identity inferences are favorable when promoting green vehicles among Generation Z. Therefore, the results of this study provide novel understandings for marketers and policymakers in Pakistan to emphasize the improvement of consumer values and ethical self-identity, which will eventually contribute to the adoption of green vehicles. In addition, automakers should promote green ideas, to encourage Generation Z to replace their existing vehicles with alternative green options in Pakistan.

Suggested Citation

  • Muhammad Yaseen Bhutto & Mussadiq Ali Khan & Myriam Ertz & Haowei Sun, 2022. "Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z," Sustainability, MDPI, vol. 14(5), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:3015-:d:764294
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