50 Shades of Green: Insights into Personal Values and Worldviews as Drivers of Green Purchasing Intention, Behaviour, and Experience

M.C.J. Caniels*, Wim Lambrechts, Johannes (Joost) Platje, Anna Motylska-Kuźma, Bartosz Fortuński

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Despite the booming interest in determinants of green (i.e., sustainable) consumption, the psychological factors that influence pro-environmental consumption patterns are not yet fully understood. To answer this call, we developed and analysed a model that offers an integrative approach to sustainable consumption patterns by addressing the full palette of consumers’ personal value orientations. Specifically, we linked consumers’ egoistic, altruistic, and biospheric values at the personal level to pro-environmental purchasing intentions, behaviours, and experiences. Furthermore, we examined whether implicit beliefs about the balance between humanity and nature (i.e., worldviews) moderate these relationships. To support the theoretical propositions in our model, we drew on the key premises of the theory of planned behaviour. Data from 291 Polish respondents were analysed by using multiple linear regression analysis, and the moderating effect of worldviews was investigated with simple slope analysis. While controlling for cultural values, the findings show that personal values, specifically biospheric values, predict sustainable consumer patterns and that consumers’ worldview moderates this relationship. Our study offers a novel holistic approach to analyse sustainable consumption patterns, which will assist environmental management scholars and practitioners who seek to understand and stimulate pro-environmental consumer behaviour. Our findings may help practitioners to develop strategies to influence consumer intentions and behaviours concerning green products.
Original languageEnglish
Article number4140
Pages (from-to)1-18
Number of pages18
JournalSustainability
Volume13
Issue number8
DOIs
Publication statusPublished - 8 Apr 2021

Keywords

  • green purchasing
  • New Ecological Paradigm
  • worldview
  • value orientations
  • sustainability
  • environmental concerns
  • PRO-ENVIRONMENTAL BEHAVIOR
  • SUSTAINABLE CONSUMPTION
  • PLANNED BEHAVIOR
  • ECOLOGICAL PARADIGM
  • VALUE ORIENTATIONS
  • CONSUMER-BEHAVIOR
  • BUSINESS STUDENTS
  • ANTECEDENTS
  • PRODUCTS
  • BELIEFS
  • PROFILE
  • CONSUMER

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