Abstract
This study developed a composite measure of green consumption behaviors, incorporating multiple dimensions of green consumption
behaviors. As a result of an extensive literature review, four value orientations were proposed: health-related egoistic value
orientation, resource-related egoistic value orientation, altruistic value orientation, and biospheric value orientation.
And a composite measure of green consumption which measured green consumption behavior manifesting the suggested value orientations
were proposed and empirically tested using a Korean sample. After empirical testing and validating the proposed composite
measure according to the measurement validation procedure proposed by Nunnally (New York: McGraw-Hill Book Company, 1978), the composite measure of green consumption behaviors was revised to three dimensions of green consumption behaviors: health-conscious
green consumption behavior, resource-conscious green consumption behavior, and socially conscious green consumption behavior
that combined originally suggested altruistic and biospheric value orientations. A multivariate regression analysis was employed
to test the usability of the composite measure of green consumption behaviors and to identify the determinants of green consumption
behaviors. As hypothesized, the results of regression analysis showed that perceived consumer effectiveness, reference persons,
and perceived market situation are significant determinants of green consumption behaviors, and the effects of environmental
concern and socioeconomics are limited. Based on these findings, public policy and marketing implications that promote green
consumption are also proposed.
behaviors. As a result of an extensive literature review, four value orientations were proposed: health-related egoistic value
orientation, resource-related egoistic value orientation, altruistic value orientation, and biospheric value orientation.
And a composite measure of green consumption which measured green consumption behavior manifesting the suggested value orientations
were proposed and empirically tested using a Korean sample. After empirical testing and validating the proposed composite
measure according to the measurement validation procedure proposed by Nunnally (New York: McGraw-Hill Book Company, 1978), the composite measure of green consumption behaviors was revised to three dimensions of green consumption behaviors: health-conscious
green consumption behavior, resource-conscious green consumption behavior, and socially conscious green consumption behavior
that combined originally suggested altruistic and biospheric value orientations. A multivariate regression analysis was employed
to test the usability of the composite measure of green consumption behaviors and to identify the determinants of green consumption
behaviors. As hypothesized, the results of regression analysis showed that perceived consumer effectiveness, reference persons,
and perceived market situation are significant determinants of green consumption behaviors, and the effects of environmental
concern and socioeconomics are limited. Based on these findings, public policy and marketing implications that promote green
consumption are also proposed.
- Content Type Journal Article
- Category Original Paper
- Pages 1-16
- DOI 10.1007/s10834-012-9318-z
- Authors
- So-Yun Kim, Department of Consumer Science, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 151-742 Korea
- Jungsung Yeo, Department of Consumer Science, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 151-742 Korea
- Sang Hee Sohn, Department of Consumer Science, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 151-742 Korea
- Jong-Youn Rha, Department of Consumer Science, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 151-742 Korea
- Shinae Choi, Department of Human Development and Family Studies, Iowa State University, 4380 Palmer Building, Suite 1321, Ames, IA 50011, USA
- A-young Choi, Department of Consumer Science, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 151-742 Korea
- Suhyun Shin, Department of Consumer Sciences, Ohio State University, Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA
- Journal Journal of Family and Economic Issues
- Online ISSN 1573-3475
- Print ISSN 1058-0476