DOI: 10.5061/dryad.w0vt4b95s
title: The role of green self-identity in enhancing green purchase intention and sustainable consumer behaviors

description: This study examines the determinants of green purchase intention (GPI) and
 its relationship with sustainable consumer behavior, namely green
 technology adoption (GTA) and eco-friendly product repurchases (EC). The
 paper also explores the moderating role of green self-identity (GSI) in
 these relationships. Using the quantitative PLS-SEM method, the research
 results show that GPI plays an important mediating role in connecting
 environmental factors with green consumption behavior. Additionally, the
 authors have explored the moderating role of GSI in both GPI-GTA and
 GPI-EC relationships. The study contributes to theory by expanding the
 framework of green consumer behaviour by including self-identity, a
 meaningful psychosocial construct in the context of sustainable
 consumption. Furthermore, the research results provide a basis for
 policymakers and businesses to develop communication, education, and
 promotion programs to encourage green consumer behavior, especially in the
 selection, use, and purchase of environmentally friendly products. This
 shows the need to raise awareness of environmental protection, promote
 people's green consumption intentions and spread the image of
 environmentally responsible consumers in the community.
description: A quantitative research method was used by utilizing Partial
 Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 to
 analyze the relationships between latent variables. The questionnaire
 responses were gathered by means of a structured questionnaire with the
 response scale ranging from 1 (Strongly Disagree) to 5 (Strongly Agree).
 The items for measurement were taken from some valid scales as
 follows: First, EA, PBC, and GPI are adopted from TPB
 to align with the green consumption context in Vietnam and slightly
 modified. Second, GPV with some adjustments to address
 the specific consumer concerns in the Vietnamese market, based on the
 study by Chen & Chang (2012). Third, based on
 Haws et al. (2014) and Zhuang et al. (2021), the environmental knowledge
 (EK) scale was modified to align with Vietnamese consumers'
 environmental awareness. Finally, the Green
 Self-Identity (GSI) was slightly adjusted to reflect the social
 characteristics of green consumers in Vietnam, based on the study of
 Confente et al. (2020). The questionnaire was initially
 developed in English and then translated into Vietnamese using a
 forward–backward translation procedure to ensure semantic and conceptual
 equivalence. A pilot survey was then implemented with 50 consumers to
 assess clarity, linguistic accuracy, and cultural appropriateness in Ho
 Chi Minh City - Vietnam, after which minor revisions were corrected, which
 aims to improve the final version. Reliability was
 assessed using Cronbach’s alpha and Composite Reliability (CR)&gt;
 0.70, and convergent validity was established with standardised
 loadings&gt; 0.70; Average Variance Extracted (AVE) &gt; 0.50 is
 considered good. Discriminant validity was tested by the
 Heterotrait–Monotrait ratio (HTMT) (&lt; 0.85/0.90).
 Procedural Measures Several remedies were applied to reduce
 Common Method Bias (CMB), such as ensuring full anonymity, randomizing the
 item order, using neutral wording, and distinguishing between predictor
 and criterion constructs. There was no multicollinearity issue, as the
 maximum VIF was &lt; 3.0, indicating that multicollinearity was not a
 significant problem. Univariate (|z| &gt; 3) and
 multivariate (Mahalanobis, p &lt; 0.001) outliers were removed, and
 missing data were handled by listwise deletion. PLS-SEM model was
 estimated using a path-weighting scheme (300 iterations, 1e–7 stopping
 criterion) and bootstrapping 5,000 samples (two-tailed, α = 0.05). SRMR,
 NFI, and Chi-square (χ<sup>2</sup>) were used to assess model
 fit. Due to the cross-sectional design, results are interpreted as
 associations rather than causal relationships. R<sup>2</sup>,
 adjusted R<sup>2</sup>, and f<sup>2</sup>, as
 indicated by Cohen (2013) are reported to express the extent of
 explanation and effect. A cross-sectional design was
 used because the study focused on measuring awareness, attitudes and
 behaviors at one point in time. Psychological constructs (GPV, EA, EK,
 PBC, GPI, GSI) are relatively stable in the short term, so a one-time data
 collection is sufficient to determine the relationship between variables.
 At the same time, the green consumption context in Vietnam is changing
 rapidly, so a point-in-time survey helps to accurately reflect current
 behavioral reality.
description: # The role of green self-identity in enhancing green purchase intention
 and sustainable consumer behaviors This dataset contains consumer survey
 responses used to investigate how green self-identity influences
 sustainable purchasing behavior. Specifically, the data examines how
 environmental attitude, environmental knowledge, green perceived value,
 perceived behavioral control, and green technology adoption relate to
 green purchase intention. No experimental procedures were performed. ##
 Description of the data and file structure The dataset is provided as a
 single Excel file, DATA_DICTIONARY_submit.xlsx, containing two sheets. ###
 Sheet 1 --- Measurement_Items This sheet includes documentation of the
 latent constructs used in the questionnaire. Each row identifies: - The
 construct name - The measurement code (e.g., GPV1, EA3, GSI2) - The full
 Likert-scale survey statement presented to respondents All items were
 rated on a **5-point Likert scale**: **1 = Strongly disagree → 5 =
 Strongly agree** No respondent-level data appear in this sheet. ### Sheet
 2 --- construct symbols The column headers correspond to construct
 symbols. The definitions of these variables are provided below.
 Definitions of variables in Sheet 2 (column headers) Symbol, Construct,
 and Description | Factors | 
 
 | Symbols | | :--------------------------- | :----- | :------ | | Green
 Purchase Intention | is | GPI | | Green Self-Identity | is | GSI | | Green
 Perceived Value  | is | GPV | | Environmental Attitude | is | EA | |
 Environmental Knowledge  | is | EK | | Perceived behavioral control | is |
 PBC | | Green Technology Adoption  | is | GTA | All individual item-level
 statements used to calculate each construct appear in Sheet 1. ### Sheet 3
 --- Data ## Code / Software No analysis scripts are included. The dataset
 may be opened using a standard spreadsheet or statistical software (Excel,
 SmartPLS).