External, intrinsic, identified, and introjected motivations that stimulate green practices in the consumer

Abstract

Increasingly, consumers consider the environmental impact in their purchasing decisions. Therefore, we analyzed whether there is a relationship between four motivations (external, identified, intrinsic, and introjected) and green consumer practices by a structural equations model. The study was conducted in Cali, Colombia, and showed that intrinsic and introjected motivations positively and significantly influenced green consumer practices, while external and identified motivations did not have a relationship. The complexity of external factors and the diversity of individual perceptions explained the lack of influence of the latter. Results suggest the need to create marketing strategies that stimulate green consumption focused on emotional and personal aspects (intrinsic and introjected).