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This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret and identity theories to propose hypotheses and explain research findings.

Data collection was via online survey, and analysed using partial least squares structural equation modelling to test hypotheses.

Symbolization and internalization dimensions of moral identity are positively associated with five dimensions of engagement. Moreover, the relationship between moral identity and specific dimensions of engagement in sustainable consumption is stronger among males than females.

This study suggests a novel mechanism in a hitherto under-researched area in the sustainability and moral identity literature, viz. consumer engagement in sustainable consumption when moral identity is present. This research also adds to current knowledge regarding gender effects in the link between the symbolization and internalization dimensions of moral identity and engagement in sustainable consumption.

The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace.

Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace.

Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect.

An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.