SELF-IDENTITY AND THE THEORY OF PLANNED BEHAVIOR - ASSESSING THE ROLE OF IDENTIFICATION WITH GREEN CONSUMERISM

Recent reports of a relationship between self-identity and behavioral intentions independent of the role of attitudes were examined skeptically in a study of attitudes towards the consumption of organically produced vegetables. We hypothesized that an adequate operationalization of the components of the theory of planned behavior would result in no independent relationship between a measure of self-identity and a measure of behavioral intentions. Two hundred and sixty-one randomly sampled members of the general public returned postal questionnaires relating to this theme. Contrary to expectations, regression analyses showed a substantial independent effect for self-identity; this effect persisted when a measure of past consumption was included in the regression equation. The findings are discussed in relation to the expected-utility origins of the theory of planned behavior and to the range of considerations taken into account when people express their attitudes via the standard questionnaire measures employed in research of this kind.