Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products

The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one's purchases and consumption behaviors. Across six studies, we demonstrate that the six-item measure...

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Bibliographic Details
Published in:Journal of consumer psychology 2014-07, Vol.24 (3), p.336-354
Main Authors: Haws, Kelly L., Winterich, Karen Page, Naylor, Rebecca Walker
Format: Article
Language:English
Subjects:
Conservation
Consumers
Consumption
Environmental marketing
Environmental protection
Goals
Green marketing
Motivated reasoning
Preferences
Research Article
Scale development
Sustainability
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Summary:The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one's purchases and consumption behaviors. Across six studies, we demonstrate that the six-item measure we develop (i.e., the GREEN scale) can be used to capture green consumption values in a reliable, valid, and parsimonious manner. We further theorize and empirically demonstrate that green consumption values are part of a larger nomological network associated with conservation of not just environmental resources but also personal financial and physical resources. Finally, we demonstrate that the GREEN scale predicts consumer preference for environmentally friendly products. In doing so, we demonstrate that stronger green consumption values increase preference for environmentally friendly products through more favorable evaluations of the non-environmental attributes of these products. These results have important implications for consumer responses to the growing number of environmentally friendly products.
ISSN:1057-7408
1532-7663
DOI:10.1016/j.jcps.2013.11.002