Beyond Attitude-Behavior Gap: How Value Co-Creation Translates Selfcongruity Into Pro-Environmental Behavior

This study examines the crucial role of value co-creation in driving pro-environmental behavior. Extending the S-O-R theory, the research positions value co-creation as the essential organism mechanism that links self-congruity to the behavioral response. Findings confirm that self-congruity is a dominant predictor, with its influence on pro-environmental action being partially mediated by active participation in value co-creation. This demonstrates that while identity can directly motivate green behavior, engaging in interactive value creation critically strengthens this process. The study validates a structural pathway from identity alignment to sustainable action, emphasizing the managerial need to facilitate co-creation platforms to bolster consumers' self-congruity and commitment to environmentalism.