IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v15y2025i8p303-d1717626.html
   My bibliography  Save this article

From Commitment to Action: The Mediating Effect of Environmental Identity in Green Buying, with Eco-Conscious Behavior as a Moderator

Author

Listed:
  • Hebatallah A. M. Ahmed

    (Applied College, Prince Sattam Bin Abdulaziz University, Al-Kharj 16273, Saudi Arabia)

  • Abdelrahman A. A. Abdelghani

    (Applied College, Prince Sattam Bin Abdulaziz University, Al-Kharj 16273, Saudi Arabia)

  • Sameh Fayyad

    (Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt
    Hotel Management Department, Faculty of Tourism and Hotels, October 6 University, Giza 12573, Egypt)

  • Kareem A. Rashwan

    (Tourism Studies Department, Al-Alson Institute for Tourism and Computer, Nasr City 11765, Egypt
    Faculty of Admenstration Science, Hospitality Management Programme, French University in Egypt, Al Shorouk City 17054, Egypt)

Abstract

Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of environmental identity in the relationships between environmental commitment, green motivation, and green purchasing intentions. Moreover, it examines the moderating effect of eco-conscious behaviour on the relationships between environmental commitment, green motivation, green identity, and green purchasing intentions. A total of 440 participants, who stayed in high-rate hotels in Sharm el-Sheikh, were asked to fill out the survey distributed. (PLS-SEM) was used to analyze data. The study outcomes confirmed that environmental commitment and green motivation significantly affect green identity and purchasing behavior. Besides, the results showed the essential mediator contribution of the environmental identity between environmental commitment and green motivation. In addition, it explains eco-conscious behavior as a moderator between the previously mentioned variables. The study contributes to the existing tourism literature by demonstrating the impact of green commitment and environmental motivation on making choices to buy eco-friendly products. Moreover, the results hold significant implications for researchers, policymakers, and tourism stakeholders.

Suggested Citation

  • Hebatallah A. M. Ahmed & Abdelrahman A. A. Abdelghani & Sameh Fayyad & Kareem A. Rashwan, 2025. "From Commitment to Action: The Mediating Effect of Environmental Identity in Green Buying, with Eco-Conscious Behavior as a Moderator," Administrative Sciences, MDPI, vol. 15(8), pages 1-22, August.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:8:p:303-:d:1717626
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/15/8/303/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/15/8/303/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. F. Testa & F. Iraldo & A Vaccari & E. Ferrari, 2015. "Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 24(4), pages 252-265, May.
    2. Xixiang Sun & Ziyuan Tian & Jianguo Wang & Weihuan Su, 2022. "The Impact of Environmental Commitment on Green Purchase Behavior in China," IJERPH, MDPI, vol. 19(14), pages 1-17, July.
    3. Islam Elbayoumi Salem & Ahmed Mohamed Elbaz & Alamir Al-Alawi & Nasser Alhamar Alkathiri & Kareem A. Rashwan, 2022. "Investigating the Role of Green Hotel Sustainable Strategies to Improve Customer Cognitive and Affective Image: Evidence from PLS-SEM and fsQCA," Sustainability, MDPI, vol. 14(6), pages 1-17, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Henry Schwartz & Tomi Solakivi & Magnus Gustafsson, 2022. "Is There Business Potential for Sustainable Shipping? Price Premiums Needed to Cover Decarbonized Transportation," Sustainability, MDPI, vol. 14(10), pages 1-20, May.
    2. So, Hau Wing & Lafortezza, Raffaele, 2022. "Reviewing the impacts of eco-labelling of forest products on different dimensions of sustainability in Europe," Forest Policy and Economics, Elsevier, vol. 145(C).
    3. Claudio Siminelli, 2017. "Consumer behaviours and attitudes towards a circular economy: Knowledge and culture as determinants in a four-market analysis," ECONOMICS AND POLICY OF ENERGY AND THE ENVIRONMENT, FrancoAngeli Editore, vol. 2017(1-2), pages 135-169.
    4. Wang Li & D. Myagmarsuren & Qin Yuanhao & Z. Yadmaa, 2023. "Wellness Tourism Services Innovation: A Bibliometric Review And Future Research Agenda," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 5(2), pages 20-36.
    5. Dacinia Crina Petrescu & Florina Bran & Carmen Valentina Radulescu & Ruxandra Malina Petrescu-Mag, 2020. "Green Procurement through Forest Stewardship Council (FSC) Certification in the Private Sector. Perceptions and Willingness to Buy of Private Companies from Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(53), pages 1-42, February.
    6. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    7. Sajjad, Aqsa & Zhang, Qingyu & Asmi, Fahad & Anwar, Muhammad Azfar & Bhatia, Meena, 2024. "Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Qian-Qian Huang & Hong-Jian Qu & Pei Li, 2022. "The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
    9. Murat Yetkin & Fatma Özlem Güzel, 2020. "The Role of Countries’ Economic Development Level on Green Consumption Attitudes: A Study on Green Hotels," Journal of Economy Culture and Society, Istanbul University, Faculty of Economics, vol. 62(0), pages 167-183, December.
    10. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    11. Gorton, Matthew & Tocco, Barbara & Yeh, Ching-Hua & Hartmann, Monika, "undated". "What determines consumers’ trust in the EU’s organic label? A cross country comparison of the role of institutional trust and consumer knowledge," 2018 Annual Meeting, August 5-7, Washington, D.C. 273857, Agricultural and Applied Economics Association.
    12. Hany Hosny Abdelhamied & Ahmed Mohamed Elbaz & Bassam Samir Al-Romeedy & Tamer Mohamed Amer, 2023. "Linking Green Human Resource Practices and Sustainable Performance: The Mediating Role of Job Satisfaction and Green Motivation," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    13. Barkemeyer, Ralf & Young, C. William & Chintakayala, Phani Kumar & Owen, Anne, 2023. "Eco-labels, conspicuous conservation and moral licensing: An indirect behavioural rebound effect," Ecological Economics, Elsevier, vol. 204(PA).
    14. Sven Gross & Phillip Wilson & Jie Zhang & Chris Shao & Alan Dubinsky, 2016. "Selected Antecedents of Consumer Attitude toward a Product in an Eco-Label Context," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(5), pages 1-33, April.
    15. Eijaz Ahmed Khan & Pradip Royhan & M. Ashiqur Rahman & Mohammed Mizanur Rahman & Ahmed Mostafa, 2019. "The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies," Sustainability, MDPI, vol. 12(1), pages 1-17, December.
    16. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    17. Yoganathan, Vignesh & Osburg, Victoria-Sophie & Akhtar, Pervaiz, 2019. "Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands," Journal of Business Research, Elsevier, vol. 96(C), pages 386-396.
    18. Nikita Belyak & Steven A. Gabriel & Nikolay Khabarov & Fabricio Oliveira, 2023. "Renewable Energy Expansion under Taxes and Subsidies: A Transmission Operator's Perspective," Papers 2302.10562, arXiv.org, revised Apr 2024.
    19. Karina Cecilia Arredondo-Soto & Alejandro Jiménez-Zaragoza & Marco Augusto Miranda-Ackerman & Julio Blanco-Fernández & Alejandra García-Lechuga & Guadalupe Hernández-Escobedo & Jorge Luis García-Alcar, 2022. "Design and Repair Strategies Based on Product–Service System and Remanufacturing for Value Preservation," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    20. Mameno, Kota & Kubo, Takahiro & Ujiie, Kiyokazu & Shoji, Yasushi, 2023. "Flagship species and certification types affect consumer preferences for wildlife-friendly rice labels," Ecological Economics, Elsevier, vol. 204(PB).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jadmsc:v:15:y:2025:i:8:p:303-:d:1717626. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.