Title: The effect of consumption experience on self-perception, willingness to pay, and purchase intention toward green products among Generation Z

Authors: Arian Matin; Tornike Khoshtaria; Metin Mercan; Lika Asashvili

Addresses: International Black Sea University, Tbilisi, Georgia ' Teaching University Geomedi, Tbilisi, Georgia ' International Black Sea University, Tbilisi, Georgia ' International Black Sea University, Tbilisi, Georgia

Abstract: The purpose of this research is to measure the impact of green consumption experience on self-perception, willingness to pay, and purchase intention toward green products. This study utilises four lab experiments, followed by three replication-controlled field studies, with Georgian Generation Z consumers. The results confirm the causal effect of consumption experience on self-perception, self-esteem on willingness to pay, and, subsequently, self-perception on purchase intention towards green products. The findings also established the indirect impact of consumption experience on self-perception through self-esteem and social worth. However, the findings did not support the mediating role of self-diagnostic value. The study contributes to the literature by investigating the effect of consumption experience and its indirect effects through hedonistic values on consumer perception and behaviour towards green products. The consumption experience and its link to self-perception has not been explored thoroughly previously.

Keywords: sustainability; green products; self-esteem; social worth; self-diagnostic value; self-perception; willingness to pay; WTP; green purchase intention.

DOI: 10.1504/IJGE.2024.141406

International Journal of Green Economics, 2024 Vol.18 No.3, pp.318 - 337

Received: 04 Sep 2023
Accepted: 30 Jan 2024
Published online: 11 Sep 2024 *

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