Mapping the Digital Self: The Role of Self-Image Congruence and Brand Authenticity in Shaping Purchasing Behavior, with Insights into Sustainability in Online Commerce

This study explores the influence of self-image congruence and perceived brand authenticity on purchasing behavior in online commerce, with data collected from 302 Saudi customers. Analyzed deploying covariance-based structural equation modeling (CB-SEM), the results depict a significant relationship between brand authenticity and self-image congruence, both directly influencing purchasing behavior. Additionally, brand attachment mediates the influence of self-image congruence on purchasing behavior. Social influence is identified as a key moderator, strengthening the relationship between perceived brand authenticity and purchasing behavior. These findings contribute to understanding how self-concept and authenticity drive consumer decisions in digital environments, offering insights into brand strategy development for online commerce Keywords: self-image congruence, brand attachment, social influence, purchasing behavior, e-commerce