By self-image we mean the self-knowledge that everyone has about themselves. Self-image includes the opinions about surrounding world compared to your principles and values. It changes and develops through the life because of different kinds of feedback that people get from what they´re doing and how they are acting in diverse situations.
When thinking about the impact of self-image on buyer behaviour, can not be said that it doesn’t have a major part, because it surely does.
Buyer behaviour is affected by the purchasing desire and the ability to buy. The ability to buy is linked to self-image in the sense that it creates some opinions about yourself. Self-image usually might suffer a bit when ability to buy is too low. Actually that is a big problem in today´s society when thinking about exclusion, I think.
However, when I think of me as a consumer, I´m aware of that my values (and of course the lack of money, usually..) affects my buying behaviour. For example, I see myself as an quite ecological and practical (or at least I try to be..) consumer. Because of my values, I try to avoid buying things that I don´t need, and especially things that I wouldn´t even use.