IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v33y2024i2p1024-1039.html
   My bibliography  Save this article

Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention

Author

Listed:
  • Peggy M. L. Ng
  • Cherry T. Y. Cheung
  • Kam Kong Lit
  • Calvin Wan
  • Ellesmere T. K. Choy

Abstract

Daily green products have gained growing awareness in recent years. Perceived values of consumers are crucial for companies to promote the formation of holistic value of green products to consumers. In addition, understanding different motivation types of consumers to adopt green purchase behavior is critical. To answer the research call to better conceptualize green purchase intention, this study aims to investigate how consumers' perceived values influence different motivation types, and in turn, affect their green purchase behavioral intention. An extended research model by integrating customer value theory (CVT) and self‐determination theory (SDT) is developed to explain green purchase behavioral intention. Three hundred and five participants were recruited, and the findings were analyzed using partial least square structural equation modelling (PLS‐SEM). Results suggested that the three perceived values (i.e., emotional value, functional value, and relational value) significantly predict perceived green product value, while perceived green product value predicts four types of regulations (i.e., external regulation, introjected regulation, identified regulation, and integrated regulation). Results also showed that autonomous motivation (i.e., identified regulation and integrated regulation) significantly predicts green purchase intention. These findings provide theoretical implications to SDT and customer value theory in the field of green business strategy management and practical implications to green businesses and governments.

Suggested Citation

  • Peggy M. L. Ng & Cherry T. Y. Cheung & Kam Kong Lit & Calvin Wan & Ellesmere T. K. Choy, 2024. "Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1024-1039, February.
    • Handle: RePEc:bla:bstrat:v:33:y:2024:i:2:p:1024-1039
    DOI: 10.1002/bse.3535
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.3535
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.3535?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Peidong Sang & Haona Yao & Lin Zhang & Sen Wang & Yanjie Wang & Jinjian Liu, 2020. "Influencing factors of consumers’ willingness to purchase green housing: a survey from Shandong Province, China," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(5), pages 4267-4287, June.
    2. Kumar, Sushant & Dhir, Amandeep & Talwar, Shalini & Chakraborty, Debarun & Kaur, Puneet, 2021. "What drives brand love for natural products? The moderating role of household size," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Samar Rahi & Mazuri Abd.Ghani, 2019. "Integration of DeLone and McLean and self-determination theory in internet banking continuance intention context," International Journal of Accounting & Information Management, Emerald Group Publishing Limited, vol. 27(3), pages 512-528, August.
    5. Khalek, Sk Abu & Chakraborty, Anirban, 2023. "Access or collaboration? A typology of sharing economy," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    6. Rebecca K. Trump & Kevin P. Newman, 2021. "Emotion regulation in the marketplace: the role of pleasant brand personalities," Marketing Letters, Springer, vol. 32(2), pages 231-245, June.
    7. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    8. Syed Muhammad Fazal‐e‐Hasan & Hormoz Ahmadi & Harjit Sekhon & Gary Mortimer & Mohd Sadiq & Husni Kharouf & Muhammad Abid, 2023. "The role of green innovation and hope in employee retention," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 220-239, January.
    9. Maria Esther F. Medalla & Kafferine D. Yamagishi & Ann Myril C. Tiu & Reciel Ann B. Tanaid & Dharyll Prince M. Abellana & Shirley Ann A. Caballes & Eula Margareth Y. Jabilles & Egberto F. Selerio & Mi, 2021. "Relationship mapping of consumer buying behavior antecedents of secondhand clothing with fuzzy DEMATEL," Journal of Management Analytics, Taylor & Francis Journals, vol. 8(3), pages 530-568, July.
    10. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    11. Syed Abdul Rehman Khan & Yu Zhang & Anil Kumar & Edmundas Zavadskas & Dalia Streimikiene, 2020. "Measuring the impact of renewable energy, public health expenditure, logistics, and environmental performance on sustainable economic growth," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 833-843, July.
    12. Rosa Maria Dangelico & Fabio Nonino & Alessandro Pompei, 2021. "Which are the determinants of green purchase behaviour? A study of Italian consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2600-2620, July.
    13. Sanjida Amin & Md Touhiduzzaman Tarun, 2020. "Effect of consumption values on customers’ green purchase intention: a mediating role of green trust," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 17(8), pages 1320-1336, December.
    14. Yanqing Song & Han Bao & Shan Shen, 2022. "Understanding the Influence of Initial Values of College Students in Shaping Pro-Environmental Behavioral Intention," IJERPH, MDPI, vol. 19(15), pages 1-14, August.
    15. Carlson, Jamie & Wyllie, Jessica & Rahman, Mohammad M. & Voola, Ranjit, 2019. "Enhancing brand relationship performance through customer participation and value creation in social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 333-341.
    16. Li Yan & Hean Tat Keh & Xiaoyu Wang, 2021. "Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief," Journal of Business Ethics, Springer, vol. 169(3), pages 499-516, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sk Abu Khalek & Anirban Chakraborty, 2023. "‘Do I share because I care?’: Investigating the factors influencing consumer's adoption of shared consumption," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5669-5685, December.
    2. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    5. Shiela Mae C. Ilagan & Ardvin Kester S. Ong & Josephine D. German & Ma. Janice J. Gumasing & Kyla Marie P. Pabalan, 2024. "Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    6. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    7. Agarwal, Reeti & Mehrotra, Ankit & Sharma, Veenu & Papa, Armando & Malibari, Areej, 2023. "Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Qing Yang & Abdullah Al Mamun & Farzana Naznen & Muhammad Mehedi Masud, 2024. "Adoption of conservative agricultural practices among rural Chinese farmers," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    9. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    10. Kumar, Sushant & Shah, Arunima, 2021. "Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Zhao, Xiaowen & Zhu, Zhenzhong & Shan, Minghui & Cao, Rui & Chen, Haipeng (Allan), 2024. "“Informers†or “entertainers†: The effect of social media influencers on consumers' green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    12. Shah, Priya & Dhir, Amandeep & Joshi, Rohit & Tripathy, Naliniprava, 2023. "Opportunities and challenges in food entrepreneurship: In-depth qualitative investigation of millet entrepreneurs," Journal of Business Research, Elsevier, vol. 155(PB).
    13. Daraboina, Rohini & Cooper, Orrin & Amini, Mehdi, 2024. "Segmentation of organic food consumers: A revelation of purchase factors in organic food markets," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    14. Chun-Shuo Chen & Chih-Ching Yu & Kuan-Yu Tu, 2023. "Exploring the Impact of Integrated Marketing Communication Tools on Green Product Purchase Intentions among Diverse Green Consumer Segments," Sustainability, MDPI, vol. 15(24), pages 1-15, December.
    15. Shehawy, Yasser Moustafa & Ali Khan, Syed Md Faisal, 2024. "Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    16. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    17. Wang, Ying & Zhao, Jincan & Pan, Jialing, 2024. "The investigation of green purchasing behavior in China: A conceptual model based on the theory of planned behavior and self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    18. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    20. Kyere, Francis & Dongying, Sun & Bampoe, Gertrude Dotse & Kumah, Naana Yaa Gyamea & Asante, Dennis, 2024. "Decoding the shift: Assessing household energy transition and unravelling the reasons for resistance or adoption of solar photovoltaic," Technological Forecasting and Social Change, Elsevier, vol. 198(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:33:y:2024:i:2:p:1024-1039. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.