Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

The Role of Green Brand Image on Green Sefl-Concept Consistency in Mediating and Moderating the Impact of Environmental Csr on Green Purchase Intention.

Date Published : 14 September 2026

Contributors

Binar

University of Siliwangi
Corresponding Author

Keywords

Environmental CSR green brand image green purchase intention green self-concept consistence

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

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Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study examines the role of Environmental Corporate Social Responsibility (ECSR) in shaping Green Brand Image (GBI) and its influence on Green Purchase Intention (GPI), by adding Green Self-Concept Consistency (GSCC) as a moderating variable. Using signaling theory and self-congruence theory, this study develops a conceptual framework in which ECSR serves as a signal of a company's environmental commitment, GBI acts as a mediating mechanism, and GSCC determines the boundary conditions of the relationship. Data were collected from consumers in Indonesia, thus extending previous studies that were mostly conducted in China, and providing cross-cultural insights into green consumer behavior. The results show that ECSR significantly increases GBI, which in turn has a strong influence on GPI. Mediation analysis confirms that GBI plays a significant role in channeling the influence of ECSR on GPI. However, GSCC is shown to negatively moderate the relationship between ECSR and GBI, meaning that when consumers have high green self-concept consistency, the additional impact of ECSR on green brand image is reduced. These findings suggest that CSR communication is more effective for consumers with low GSCC, while authenticity and transparency are crucial for consumers with high GSCC. Theoretically, this study enriches the literature by integrating the signaling and self-congruence perspectives in a new cultural context. Managerially, this study emphasizes the need for companies to tailor their CSR communication strategies to different consumer segments, so that CSR initiatives are perceived as credible and aligned with consumer identity.

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How to Cite

The Role of Green Brand Image on Green Sefl-Concept Consistency in Mediating and Moderating the Impact of Environmental Csr on Green Purchase Intention. (N. B. Parky, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 659-674. https://conference.unsil.ac.id/ismart/paper/view/175