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

This study investigates the motivations of socially responsible consumption from the perspective of identity-based motivation theory. The findings suggest that personal-identity appeals promote socially responsible products with utilitarian values more effectively than relational-identity appeals. However, with respect to socially responsible products with hedonic values, relational and personal identity had no differential effect. Moreover, public identity appeals were found to promote socially responsible products with utilitarian values significantly. With respect to hedonic products, public identity influenced purchase intention only through anticipated guilt. These results have implications for marketers about ways to promote socially responsible products effectively.