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RESEARCH PRODUCT

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

Bartosz FortuńskiMarjolein C.j. CaniëlsAnna Motylska-kuźmaWim LambrechtsJohannes Platje

subject

Value (ethics)CONSUMERNew Ecological ParadigmECOLOGICAL PARADIGMPLANNED BEHAVIORGeography Planning and DevelopmentTJ807-830Management Monitoring Policy and LawTD194-195PROFILERenewable energy sourcesvalue orientationsgreen purchasingBELIEFS0502 economics and businessSustainable consumptionGE1-350MarketingBUSINESS STUDENTSConsumer behaviourShades of greenConsumption (economics)SUSTAINABLE CONSUMPTIONCONSUMER-BEHAVIORworldviewVALUE ORIENTATIONSEnvironmental effects of industries and plantsRenewable Energy Sustainability and the Environment05 social sciencesTheory of planned behaviorBuilding and Constructiongreen purchasing; New Ecological Paradigm; worldview; value orientations; sustainability; environmental concernssustainabilityPurchasingANTECEDENTSPRODUCTSEnvironmental sciencesPRO-ENVIRONMENTAL BEHAVIORSustainability050211 marketingPsychology050203 business & managementenvironmental concerns

description

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.

10.3390/su13084140http://dx.doi.org/10.3390/su13084140