Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland

Understanding sustainable consumption buying and curtailment behavior in emerging markets is limited, yet this knowledge is vital to the future of these economies. The newer conceptualization of pro-environmental self-identity (PESI), as environmentally-friendly dynamic-self, can significantly inform comprehension of these behaviors, and strengthen them. Utilizing intra-personal influences and situational cueing, this paper appraises the influence of PESI on the sustainable buying and curtailment behaviors of consumers in China and Poland. Surveying these consumers, PESI was confirmed as a significant influence on their buying and curtailment behaviors. Contextual and behavioral distinctions also emerged, highlighting a buying emphasis in China and curtailment orientation in Poland. Notably, PESI was found to be multi-activated by situational cueing, moral responsibility, assessment, social desirability, tinted by consumer effectiveness and knowledge. Important implications arise for eco-innovation and buying and curtailment policy-making in emerging markets. PESI consumers have a potential active stakeholder role in this innovation and policy development.