Generational shifts: understanding the role of green self-identity, social norms and cohort differences in consumer intentions to purchase stigmatised recycled products

Purpose This study aims to investigate the moderating role of social norms and generational differences on the relationship between green self-identity and purchase intention towards a particular product category: recycled absorbent hygiene products. Design/methodology/approach An online survey was conducted, and structural equation modelling was used to examine the hypothesised relationships based on data from 1,113 Italian consumers. In addition, a small qualitative study was carried out among Millennials to confirm and further contextualise some of the observed effects. Findings This study finds a positive relationship between green self-identity and attitudes towards recycled absorbent hygiene products, influencing purchase intention. Social norms moderate this relationship, with their effect varying across generational cohorts. Social norms negatively influence the relationship between green self-identity and attitudes towards recycled products only for Generation Y. In contrast, for Generation X and Generation Z, social norms do not significantly affect this relationship. Research limitations/implications This study’s cross-sectional design and non-probabilistic sampling may limit the generalizability of the results. The findings related to a specific country: Italy. In addition, reliance on self-reported data may introduce some biases. Practical implications Marketers can attract eco-conscious consumers by aligning branding with sustainability values and emphasising eco-friendly product offerings. Furthermore, businesses should actively work to challenge negative perceptions of recycled products, particularly those related to quality or hygiene. Promoting positive social norms through targeted campaigns and collaborating with eco-conscious influencers can reshape public perceptions and encourage more consistent eco-friendly purchasing behaviour. Originality/value To the best of the authors’ knowledge, this study is one of the first to explore the moderating role of social norms and generational differences in shaping the relationship between green self-identity and consumers’ purchase intentions towards recycled products. By highlighting how these factors interact, this research offers fresh insights into the literature on sustainable consumer behaviour, enhancing the understanding of the complex influences that drive eco-friendly purchasing decisions.