Sustainable Consumer Behaviors: The Effects of Identity, Environment Value and Marketing Promotion

As the extreme climate crisis increases, sustainable development is at forefront of public mind. However, as one major catalysts development, consumer behavior (SCB) still not being adopted by mainstream consumers. Therefore, this study attempted to find a new way encourage behaviors. Based on identity theory, environment value research, and marketing practice, three important factors relevant SCB are yet be combined into model: specifically, moral identity, altruistic values promotion. aimed clarify relationship between SCB, whether promotion influences link values. A survey that previously validated scale was distributed social media collect data. The findings show that: (1) self- group-identity SCB; (2) predicts group- identity; (3) fully mediated group-identity; (4) does affect SCB. Finally, contributes giving policy makers tools how use identities