From Commitment to Action: The Mediating Effect of Environmental Identity in Green Buying, with Eco-Conscious Behavior as a Moderator

Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of environmental identity in the relationships between environmental commitment, green motivation, and green purchasing intentions. Moreover, it examines the moderating effect of eco-conscious behaviour on the relationships between environmental commitment, green motivation, green identity, and green purchasing intentions. A total of 440 participants, who stayed in high-rate hotels in Sharm el-Sheikh, were asked to fill out the survey distributed. (PLS-SEM) was used to analyze data. The study outcomes confirmed that environmental commitment and green motivation significantly affect green identity and purchasing behavior. Besides, the results showed the essential mediator contribution of the environmental identity between environmental commitment and green motivation. In addition, it explains eco-conscious behavior as a moderator between the previously mentioned variables. The study contributes to the existing tourism literature by demonstrating the impact of green commitment and environmental motivation on making choices to buy eco-friendly products. Moreover, the results hold significant implications for researchers, policymakers, and tourism stakeholders.