The aim of this paper is to explore the role of green self-identity and self-congruity with green food products in predicting consumers’ sustainable food consumption behaviour. Previous research suggests that there is a relationship between individuals’ self-identity and the consumption of...

There are various factors, such as the use of growth hormones, chemical additives in animal feed, animal welfare, health issues, and environmental concerns, which have led to a steady increase in global consumption of organic meat. The literature on organic consumer behaviour recently focuses on...