This paper argues that the strongly established connection between identity and consumer behaviour may not be necessarily applicable in examining environmentally conscious behaviour through an identity lens due to several other factors that may especially influence environmental identity formation; (1) the continuously evolving nature of environmental identity in the context of complexities (i.e., political debates, climate change science) of climate change; (2) the challenges of expressing

more »

... r connection with nature (i.e., instrumental value vs. intrinsic value); (3) the various cultural and symbolic meanings associated with environmentally conscious behaviour (i.e., functional benefits vs emotional benefits) and (4) different forms of behavioural practices (i.e., environmentally conscious behaviour vs. anti-consumption). Therefore, this paper recommends utilising insights and measurements unique to environmentally conscious behaviour as opposed to that of general consumer behaviour because the antecedents of the former, especially environmental identity projections can be multifaceted.