… Using the identity-based motivation theory (Oyserman, 2009), this research explained …
identity salience can modify sustainable consumption practices. When social identity was salient, …

… the concept of identity salience, in which consumers’ personal identity salience temporarily
acts as a … The purpose of the study is to manipulate the identity salience and check it. In this …

… , social consumption motivation, pro-environmental self-identity and sustainable
consumption … role of pro-environmental self-identity to more fully explain consumers’ (non)sustainable …

… sustainable consumer identities and their related behaviours, our results underline the notion
that sustainable consumption … consumer groups can be used to increase identity salience. …

… the salience of personal and social identities can change the relationship between types of
intentions and green consumption. … the effectiveness of sustainable consumption campaigns. …

… of short-term changes in identity salience on sustainable meal choices through both a direct
… that identity salience drives meal choice and that a salient sustainable identity increases …

… the identity process theory (IPT) can provide such a bridge to TPs in understanding sustainable
consumption … , will help define the salience of the characteristics of identity and will help …

… This study posits that how consumers respond to social norm appeals or functional product
appeals depends on their identity salience (group identity and environmental identity). …

… Aiming to better understand the relation between green products and sustainable consumption
identity, this study analyses the meaning and relevance of organic products to dedicated …

… to understand how past identity salience influences demand for repurposed products. As in
our research, we also investigate the role of past identity salience on demand for substitution …