Gravelines, Žaneta; Banytė, Jūratė; Dovalienė, Aistė - In: Organizations and markets in emerging economies 13 (2022) 2/26, pp. 336-356
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...