The Emergence of Green Social Identity Amongst Indian Consumers: The Mediating Role of Environmental Factors and Sustainable Consumption Practices

Abstract

 This study examines the emergence of green social identity among Indian consumers by integrating social identity theory with perspectives from sustainable consumption, environmental awareness and everyday resourcefulness. Building on the manuscript's conceptualization of a hybrid green social identity, the study proposes that environmental awareness, sustainability awareness, social influence and practical green resourcefulness contribute to green social identity, which in turn is associated with sustainable consumption behaviour. To operationalize the construct, a Green Social Identity Scale (GSIS) was developed around four theoretically grounded dimensions: environmental self-definition, social recognition and belonging, identity enactment, and hybrid practical green identity. The quantitative design is based on 420 Indian consumers and uses exploratory factor analysis, confirmatory factor analysis and structural equation modelling with bootstrap mediation. The results indicate that all four antecedents are positively associated with green social identity, while green social identity shows a strong positive association with sustainable consumption behaviour. Bootstrap estimates indicate significant indirect effects of environmental awareness, sustainability awareness, social influence and practical green resourcefulness through green social identity. The findings support the manuscript's central argument that Indian green consumption cannot be reduced to purely environmental motives; rather, it is shaped by identity, social validation and practical resourcefulness.