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

Figures & data

Table 1. Cronbach’s alpha values in two studies.

	Study 1	Study 2
Variable	Cronbach’s Alpha	Cronbach’s Alpha
Purchase intention	0.844	0.957
Attitude toward socially responsible consumption behavior	0.812	0.823
Personal identity		0.859
Public identity		0.809
Anticipated guilt		0.938

Figure 1. Interactive effect between product type and self-identity on purchase intentions toward the socially responsible product with price premium.

Table 2. Results of the ANOVA and ANCOVA in study 1.

Testing method	ANCOVA			ANOVA
	SS	df	F	SS	df	F
Identity appeal	1.963	1	1.062	3.125	1	1.457
Product type	1.825	1	0.987	3.03	1	1.413
Identity appeal* Product type	7.944	1	4.297*	7.938	1	3.701^†
	Mrelational – Mpersonal	SE	F	Mrelational – Mpersonal	SE	F
Beer	0.293	0.401	0.533	0.217	0.432	0.253
Water	−0.875	0.396	4.877*	−0.95	0.426	4.968*
	Mbeer – Mwater	SE	F	Mbeer – Mwater	SE	F
Personal identity	−0.303	0.386	0.616	−0.223	0.416	0.288
Relational identity	0.864	0.411	4.426*	0.944	0.442	4.562*

^†p < 0.1, *p < 0.05.

Table 3. Results of the regression analysis with and without a control variable in study 2.

Model type	With a control variable		Without a control variable
Product values	Hedonic	Utilitarian	Hedonic	Utilitarian
	β	β	β	β
Attitude toward eco-friendly consumption	0.545***	0.443***
Personal identity	0.063	−0.054	0.171	0.047
Public identity	0.03	0.25**	0.181^†	0.264*
R^2	0.335	0.266	0.083	0.082

^†p < 0.1, *p < 0.05, ** p < 0.01, ***p < 0.001.

Table 4. Results of PROCESS model 4 with and without a covariate in study 2.

Model type	With a covariate	Without a covariate
	β	β
Outcome variable: Anticipated guilt
Attitude toward eco-friendly consumption	0.28**
Public identity	0.223*	0.32**
R^2	0.171	0.102
Outcome variable: Purchase intention for the t-shirt with price premium
Attitude toward eco-friendly consumption	0.484***
Public identity	−0.012	0.113
Anticipated guilt	0.263**	0.396**
R^2	0.389	0.198
Completely standardized indirect effect	0.059 (0.001, 0.141)^a	0.127 (0.046, 0.226)^a

^†p < 0.1, *p < 0.05, ** p < 0.01, ***p < 0.001.

^a95% BootCI.

Data availability statement

Data available on request from the author.