The differential effects of self-identity appeals on consumers' intentions to purchase socially responsible products with hedonic and utilitarian values

This study investigates the motivations of socially responsible consumption from the perspective of identity-based motivation theory. The findings suggest that personal-identity appeals promote socially responsible products with utilitarian values more effectively than relational-identity appeals. However, with respect to socially responsible products with hedonic values, relational and personal identity had no differential effect. Moreover, public identity appeals were found to promote socially responsible products with utilitarian values significantly. With respect to hedonic products, public identity influenced purchase intention only through anticipated guilt. These results have implications for marketers about ways to promote socially responsible products effectively.

Automated summary

This study examines the motivations behind socially responsible consumption using identity-based motivation theory. The findings indicate that appeals based on personal identity are more effective in promoting socially responsible products with utilitarian values compared to appeals based on relational identity. However, for socially responsible products with hedonic values, relational and personal identity have no differential effect. Additionally, public identity appeals significantly promote socially responsible products with utilitarian values. In the case of hedonic products, public identity only influences purchase intention through anticipated guilt. These results have implications for marketers in effectively promoting socially responsible products.