The Effects of environmental self-identity on sustainable store preferences

Lay Peng Tan; Denni Arli; Riza Casidy

The Effects of environmental self-identity on sustainable store preferences

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

Abstract

This study examines the impact of pro-environmental self-identity (PESI) on consumer preferences for online retailers adopting sustainable packaging. Drawing on identity and selfcongruity theories, it investigates the direct and mediated effects of PESI, attitudes toward sustainable packaging, and the moderating role of other pro-environmental behaviors (OPEB).
Surveying 428 Australian online shoppers, results show that PESI positively influences store preference, with attitudes toward sustainable packaging mediating this relationship. However, OPEB weakens these effects, suggesting potential limitations in aligning various proenvironmental behaviors. Findings emphasize the value of fostering PESI to drive sustainable practices and highlight sustainable packaging as a key differentiator for online retailers. These
insights offer actionable strategies for balancing cost and consumer expectations, with practical implications for policymakers and firms to promote sustainable packaging.

Original language	English
Title of host publication	EMAC 2025 Spring Conference
Subtitle of host publication	Proceedings of the European Marketing Academy
Publisher	European Marketing Academy
Number of pages	1
Publication status	Published - 25 May 2025
Event	Annual European Marketing Academy Conference - ESIC University, Madrid, Spain Duration: 25 May 2025 → 30 May 2025 http://proceedings.emac-online.org/pdfs/A2025-125972.pdf

Conference

Conference	Annual European Marketing Academy Conference
Country/Territory	Spain
City	Madrid
Period	25/05/25 → 30/05/25
Internet address	http://proceedings.emac-online.org/pdfs/A2025-125972.pdf

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title = "The Effects of environmental self-identity on sustainable store preferences",

abstract = "This study examines the impact of pro-environmental self-identity (PESI) on consumer preferences for online retailers adopting sustainable packaging. Drawing on identity and selfcongruity theories, it investigates the direct and mediated effects of PESI, attitudes toward sustainable packaging, and the moderating role of other pro-environmental behaviors (OPEB). Surveying 428 Australian online shoppers, results show that PESI positively influences store preference, with attitudes toward sustainable packaging mediating this relationship. However, OPEB weakens these effects, suggesting potential limitations in aligning various proenvironmental behaviors. Findings emphasize the value of fostering PESI to drive sustainable practices and highlight sustainable packaging as a key differentiator for online retailers. These insights offer actionable strategies for balancing cost and consumer expectations, with practical implications for policymakers and firms to promote sustainable packaging.",

author = "Tan, \{Lay Peng\} and Denni Arli and Riza Casidy",

year = "2025",

month = may,

day = "25",

language = "English",

booktitle = "EMAC 2025 Spring Conference",

publisher = "European Marketing Academy",

note = "Annual European Marketing Academy Conference ; Conference date: 25-05-2025 Through 30-05-2025",

url = "http://proceedings.emac-online.org/pdfs/A2025-125972.pdf",

}

Tan, LP, Arli, D & Casidy, R 2025, The Effects of environmental self-identity on sustainable store preferences. in EMAC 2025 Spring Conference: Proceedings of the European Marketing Academy. European Marketing Academy, Annual European Marketing Academy Conference, Madrid, Spain, 25/05/25. <https://proceedings.emac-online.org/index.cfm?abstractid=A2025-125972&The%20Effects%20of%20Environmental%20Self-Identity%20on%20Sust>

TY - CHAP

T1 - The Effects of environmental self-identity on sustainable store preferences

AU - Tan, Lay Peng

AU - Arli, Denni

AU - Casidy, Riza

PY - 2025/5/25

Y1 - 2025/5/25

N2 - This study examines the impact of pro-environmental self-identity (PESI) on consumer preferences for online retailers adopting sustainable packaging. Drawing on identity and selfcongruity theories, it investigates the direct and mediated effects of PESI, attitudes toward sustainable packaging, and the moderating role of other pro-environmental behaviors (OPEB). Surveying 428 Australian online shoppers, results show that PESI positively influences store preference, with attitudes toward sustainable packaging mediating this relationship. However, OPEB weakens these effects, suggesting potential limitations in aligning various proenvironmental behaviors. Findings emphasize the value of fostering PESI to drive sustainable practices and highlight sustainable packaging as a key differentiator for online retailers. These insights offer actionable strategies for balancing cost and consumer expectations, with practical implications for policymakers and firms to promote sustainable packaging.

AB - This study examines the impact of pro-environmental self-identity (PESI) on consumer preferences for online retailers adopting sustainable packaging. Drawing on identity and selfcongruity theories, it investigates the direct and mediated effects of PESI, attitudes toward sustainable packaging, and the moderating role of other pro-environmental behaviors (OPEB). Surveying 428 Australian online shoppers, results show that PESI positively influences store preference, with attitudes toward sustainable packaging mediating this relationship. However, OPEB weakens these effects, suggesting potential limitations in aligning various proenvironmental behaviors. Findings emphasize the value of fostering PESI to drive sustainable practices and highlight sustainable packaging as a key differentiator for online retailers. These insights offer actionable strategies for balancing cost and consumer expectations, with practical implications for policymakers and firms to promote sustainable packaging.

M3 - Conference abstract

BT - EMAC 2025 Spring Conference

PB - European Marketing Academy

T2 - Annual European Marketing Academy Conference

Y2 - 25 May 2025 through 30 May 2025

ER -

The Effects of environmental self-identity on sustainable store preferences

Abstract

Conference

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