Driving values to actions: Predictive modeling for environmentally sustainable product purchases

Abstract

Sustainable consumption and production can be driven by consumers creating and strengthening the demand for environmentally sustainable products (ESPs). To better understand the paths taken from a consumer's mind (values) to a consumer's actions (behaviors), we developed a prediction model of consumers’ ESP purchases grounded in the combination of two theories: value-belief-norm theory and the theory of reasoned action. Additionally, this study sheds light on an enduring personality trait—risk aversion—to examine its moderating role within the prediction model. We tested the model with survey data collected from college students (N = 1518) to achieve a homogenous sample appropriate for theoretical model testing. Structural equation modeling results show that the model offers strong predictability for current ESP purchases and for ESP purchase intentions. Multi-group analyses suggest that risk takers and risk avoiders differ in how their mindsets shape their behaviors involving ESP purchases.