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

Marjolein Caniëls, Wim Lambrechts, Johannes (Joost) Platje, Anna Motylska-Kuźma and Bartosz Fortuński
Additional contact information
Wim Lambrechts: Faculty of Management, Open Universiteit, 6419 AT Heerlen, The Netherlands
Johannes (Joost) Platje: Wyższa Szkoła Bankowa We Wrocławiu, WSB University in Wrocław, Fabryczna 29–31, 53-609 Wrocław, Poland
Anna Motylska-Kuźma: Wyższa Szkoła Bankowa We Wrocławiu, WSB University in Wrocław, Fabryczna 29–31, 53-609 Wrocław, Poland
Bartosz Fortuński: Faculty of Economics, Opole University, Ozimska 46a, 45-058 Opole, Poland

Sustainability, 2021, vol. 13, issue 8, 1-18

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.

Keywords: green purchasing; New Ecological Paradigm; worldview; value orientations; sustainability; environmental concerns (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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