Investigation of the mother identity role's in eco friendly consumption within the scope of Planned Behavior Theory

When the consumer behavior literature is examined, consumption plays an important role as the person moves to a new life phase; for example, motherhood refers to a process that involves the construction of identity in general. According to Logsdon-Conradsen (2011), women play a central role in eco-friendly consumption from the start of the environmental movement. Women's adoption of mother identity; is defined as a motivator for more active participation in environmental action and environmentally friendly consumption. The aim of this study is to investigate the role of mother identity in the context of Planned Behavior Theory (PDT). Accordingly, the PDT model was expanded by incorporating the self-identity component into the basic PDT model. In addition, mothers' intention to purchase green products was investigated separately under the extended PDT model, with the intention to purchase green products for them, the intention to purchase green products for their children / infants, and the environmental purchasing intent for family members. The sample of the study consisted of mothers with children aged 0-6 years. In this respect, a questionnaire was conducted with 357 mothers and 330 questionnaires were included in the data set taking into account the reliability and validity of the questionnaires. In the analyzes, the effect of consumer attitude, social norms, perceived consumer behavior and green self-identity on behavioral intent was evaluated. As a result of the study, the intention of buying green products for the personal use of mothers; environmental attitudes, environmental subjective norms, and environmental perceived behavioral control both affect behavioral intentionn both models significantly and positively. An examination of the intention to buy environmentally friendly products for mothers' family members; while environmental attitude, environmental subjective norm and environmental perceived behavioral control have a significant and positive effect on intention, the environmental subjective norm has a negative effect on the intention when the environmental self-identity perception is included in the model. However, the environmental self-identity factor has a significant and positive effect on the environmental product purchase intentions for family members. When the intention to purchase environmental products for the baby / child is examined, the impact of the environmental subjective norm on intent is both meaningless and negative in the context of both models. Again, in both models, the environmental subjective norm and the perceived behavioral control effect on the intent are significant and positive. Within the scope of the extended PDT model, it has been found that the environmental self-identity perception has a significant and positive effect on the intention to purchase environmentalist products for babies / children of mothers.