Abstract:
This conceptual paper addresses the value-action gap in green consumer behavior which implies that
preference for green products does not always lead to actual purchase behavior. Based on rigorous analysis
and synthesis of literature on sustainable consumption, green consumerism, identity theory and customer
perceived value, it develops conceptual framework that address process through which green market
orientation contributes to customer perceived value creation and develops a set of testable propositions that
illustrate customer’s desired self and social identities intervenes the link between firm’s green market
orientation and firm created utilitarian, emotional and social values perceived by target customer. In
postmodern literature, consumption is highly viewed as a process of creating identity of consumers. Hence,
the paper adds some novelty to green marketing literature by expanding its domain to identity construction
through green consumption. However, these propositions need to be empirically tested. This
conceptualization has implications for practicing marketers to craft greener marketing strategies to win
competitive advantage as well as promote environmental sustainability.
