Green Consumption Values, Social Appreciation, and Purchasing Behavior

Abstract

Globalization, industrialization, the increase in world population, and the rapid consumption of natural resources are of increasing concern for people all over the world. Consumers have started to show an interest in purchasing products that create less waste, can be reused, and are produced by environmentally friendly methods. Since the concepts of sustainability and green consumption are gaining importance as environmental problems grow, consumer behavior is significant in both fostering change and in limiting it. This article examines the relationship between green consumption values, social appreciation, and green purchasing behavior. To inform these relationships, 1,024 people in Turkey were surveyed and structural equation analysis was carried out on the data collected. Findings indicate that individuals' green consumption values have a very strong positive correlation with green purchasing behavior. The data also show that green consumption values have a weak correlation with social appreciation, and social appreciation has a very weak positive correlation with green purchasing behavior. This study also includes an extensive literature review focused on the three key concepts of the investigation: green consumption values, social appreciation, and purchasing behavior.