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The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior

Author

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  • Domingo Gil-Giménez

    (Departamento de Psicología Cognitiva, Social y Organizacional, Universidad de La Laguna, 38205 San Cristóbal de La Laguna, Spain)

  • Gladys Rolo-González

    (Departamento de Psicología Cognitiva, Social y Organizacional, Universidad de La Laguna, 38205 San Cristóbal de La Laguna, Spain)

  • Ernesto Suárez

    (Departamento de Psicología Cognitiva, Social y Organizacional, Universidad de La Laguna, 38205 San Cristóbal de La Laguna, Spain)

  • Gabriel Muinos

    (Department of Psychology, University of Groningen, 9712 CP Groningen, The Netherlands)

Abstract

The need to reduce consumption is evident, and a way of achieving this is through austerity and frugal practices. The aim of this research was to advance the understanding of frugal behavior and its relation to consumer identities, and to analyze any possible mediating effects of environmental self-identity. In Study 1 ( n = 492), the factor structure of the consumer identities scale was tested and three distinct identities were defined: moral, wasteful, and thrifty consumer identities. In Study 2 ( n = 500), the influence of consumer identities on frugal behavior was studied and the possible mediating effect of environmental self-identity was analyzed. Environmental self-identity completely mediated the relationship between moral identity and frugal behavior and partially mediated the relationships of both wasteful and thrifty identities with frugal behavior. The model was able to predict 27.6% of the variance of environmental self-identity and 47.9% of the variance of frugal behavior, with a strong influence by the thrifty consumer identity. This emphasizes the economic dimension of frugal consumption patterns and the importance of considering how people view themselves, both as individuals and as consumers, in order to more effectively engage and maintain long-term sustainable frugal actions.

Suggested Citation

  • Domingo Gil-Giménez & Gladys Rolo-González & Ernesto Suárez & Gabriel Muinos, 2021. "The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior," Sustainability, MDPI, vol. 13(17), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9664-:d:623630
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    References listed on IDEAS

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    2. Wang, Xueqin & Wong, Yiik Diew & Chen, Tianyi & Yuen, Kum Fai, 2022. "An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour," Journal of Business Research, Elsevier, vol. 142(C), pages 1053-1067.

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