Purchase Intention of Cheap and Eco-Friendly Products

Abstract

Consumer behaviour research has shown that the premium attribute of green products among other factors is a major enduring determinant of purchase intentions. Yet, limited understanding exists on consumer behaviour towards non-premium, cheaper green alternatives such as Remanufactured Electronic Products (REP). Against this backdrop, by building on personal value theory, this article examines the role of personal value orientations (i.e. societal value vs individualistic value) and national culture (i.e. the UK vs China) in the purchase intention of REPs. Based on a survey of 956 consumers across the United Kingdom and China, we find that the relationship between societal value orientation [concerns the welfare of others] and purchase intention of REPs is positive in the UK whereas it is negative in China. In both the cultures, this relationship is partially mediated by the perceived quality of REPs. On the other hand, it is apparent that in both the UK and China, there is a positive relationship between individualistic value orientation [emphasises the pursuit of self-interest] and the purchase intention of REPs, fully mediated by perceived quality of REPs. The findings make original contributions to green consumption research and practice by advancing personal value theory to demonstrate how to factor personal value orientations, differing national culture and the mediation role of perceived quality in influencing the purchase intention of cheaper green products.