Unexpected Ally: Can Social Exclusion Boost Quality of Life Through Green Choices?

Past studies on social exclusion and its impacts on prosocial behaviors and pro-environmental consumption intentions and behaviors yielded mixed results. By applying role identity theory, this study seeks to understand the role of socially excluded consumers in green food product consumption behavior through green identity. The significance of this research is that it seeks to establish the relationship between social exclusion and environmental behavior which is a relatively uncharted subject. Thus, it is important to know this relationship in order to come up with effective environmental policies that will encourage the participation of these socially excluded groups. Furthermore, this study tested the boundary conditions of these relationships by including the pro-environmental attitude as an important moderator. A time-lagged survey of 702 respondents was conducted and data were tested by using covariance-based structural equation modeling. The results revealed that social exclusion significantly predicted green identity. Results further stated that green identity was positively related to green consumption behavior (GCB). Additionally, the relationship between social exclusion was mediated by green identity; moreover, this mediation was moderated by the pro-environmental attitude so that social exclusion exhibits stronger green identities in the presence of the pro-environmental attitude. These findings have significant policy repercussions. By highlighting the potential of environmentalism to empower excluded groups and drive responsible consumption, the study aligns with goals like reducing inequalities (SDG 10) and promoting sustainable cities and communities (SDG 11). These findings can be very useful for policymakers in order to define policy measures that are not only related to environmental matters, but also to social inclusion. For example, community-based programs incorporating both environmental education and people’s support could assist in intervention of vulnerable people. It paves the way for initiatives that not only address environmental concerns but also foster social inclusion and build a more sustainable future for all.