Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh

Does consumers’ consumption of green products represent a method of satisfying their need for uniqueness? Does it enhance their self-image? In order to answer these questions, the present study attempts to understand how personal-level factors (such as the need for uniqueness) and product-level factors (such as self-expressive benefits) drive customers to go green. Survey-based data were collected from 247 customers in Bangladesh and 132 customers in Peru during 2017–2018. A hierarchical linear regression analysis was employed to test the proposed hypotheses. The results of this study highlight the important role played by the need for uniqueness as a major driver of green behavior among customers in both countries. Furthermore, self-expressive benefits were found to represent another reason on the part…