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

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