I'm certain Rumplestiltskin knows who he is and what's going on. I think he's doing everything he's doing for his own amusement and possibly revenge. But I think it's in his nature to see things to their natural conclusion. We keep hearing that all magic has a price, and I think part of the price of the curse is Emma and the fact that she will break it. Of course, he is ever self serving, so will naturally do whatever he can to come out on top once the curse is broken.

I can't help but wonder if Emma is going to end up getting a hold of his knife somehow.
"...just because you're paranoid doesn't mean that there isn't an invisible demon about to eat your face." ~Harry Dresden