The Effect of Consumer Value on Attitude Toward Green Product and Green Consumer Behavior in Organic Food

The power of emotional value: Exploring the effects of values on green product consumer choice behavior

With the rise of green consumption, green products gradually have become a part of people's life. Study on green consumption behavior has become a focus for enterprises and scholars. To verify the assumptions of this paper, questionnaires were carried out among young consumers who have purchased green products. The present research studies the influence factors of green purchase behavior based on theory of consumption value and examines whether there are significant differences in consumption values and green purchase behavior between male consumers and female consumers. The results show that conditional value and epistemic value have a positive effect on green purchase behavior, but functional value, social value and emotional value have no effect on green purchase behavior. Compared with male consumers, female consumers have higher conditional value and epistemic value on green products. In marketing practice, this study would be helpful for government and enterprises to take effective measures to promote green purchase behavior.

Over the last decades, prompt economic growth and the resulting overconsumption has deteriorated the environment in an accelerated way. This environmental deterioration has prompted academicians and practitioners to study ecological consumption behavior. E-waste and energy consumption play a major part in this environmental deterioration, which makes consumer conscious regarding their consumption pattern. In this regard, the emergence of green Information Technology (IT) enables individuals to become involved in environmental protection and sustainability programs to reduce the negative impact of IT products on the environment. This study aims to investigate individual intentions to adopt green IT products in Pakistan by the theoretical foundation of the theory of consumption values (functional value, social value, epistemic value, emotional value, and conditional value). Whereas, an additional value, i.e., the religious value, is included in the model, due to its significant impact in green consumption behavior of individuals. Cross-sectional data is used to obtain a total of 536 valid questionnaires to test the hypothesis. The Partial Least Square Modeling approach is used to test the proposed model (variance-based SEM). The results infer that functional value, social value, epistemic value, emotional value, conditional value, and religious value have significant positive impact on the consumer intention to adopt green IT products. The reasons for the results and implications for the practitioners are discussed. Furthermore, directions for future research have also been suggested.

The purpose of this study is to determine: 1) whether functional values have a positive effect on green purchase intention, 2 ) whether social values have a positive effect on green purchase intention, 3 ) whether emotional values have a positive effect on green purchase intentions, 4) whether social values have a positive effect on positive effect on green purchase intention, 5) whether the epistemic value has a positive effect on green purchase intention, 6) whether green purchase intention has a positive effect on green purchase behavior. This research was conducted on women who know about the existence of cloth sanitary napkins. The survey method was carried out in this study. Data was collected by collecting questionnaires. The number of samples obtained in this study was 162 samples. The sampling technique was done by convenience sampling. Partial Least Square- Structural Equation Modeling approach with the SmartPls program is used in this research. The results showed that the functional, social, and epistemic values did not have a positive effect on green purchase intention. Emotional and conditional values have a positive effect on green purchase intention. Green purchase intention has a positive effect on green purchase behavior.

PurposeThis study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.Design/methodology/approachIn this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.FindingsFindings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.Originality/valueThe energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.

Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates that functional, emotional, social, and epistemic values enhance brand relationships. However, the most effective element of consumption values on consumer satisfaction or brand commitment is different. Specifically regarding running shoes, this article empirically compares functional, emotional, social, and epistemic values with consumer satisfaction and brand commitment. Using a mediated–moderation regression model, this article collected 844 Japanese samples from a marathon in Kobe, Japan, and tested how multiple consumption values affected consumer satisfaction and brand commitment, moderated by age. The results show that consumption values except epistemic value have positive effects on consumer satisfaction and brand commitment. In particular, this article uncovers the moderating effect of age in social values and consumer satisfaction. Specifically, social values affect consumer satisfaction when consumers are under 39 years old. This paper also found that functional value and social value have the strongest effect on consumer satisfaction and brand commitment, respectively, compared with other values. Contravening consumption value theory, our data suggests that epistemic value impedes brand commitment. Keywords: Consumption Values Theory, Consumer Satisfaction, Brand Commitment, Running Shoes JEL Classifications: M10, M21, M31 DOI: https://doi.org/10.32479/irmm.8713

Within the technological acceptance model framework, the study investigates the connection between the theory of consumption values and customers’ perceptions of mobile food delivery apps. In this context, the relationships among functional, social, emotional, epistemic, and conditional values that comprise consumption values, as well as perceived ease of use, usefulness, and intention to use, which comprise the technology acceptance model, were investigated. The interactions between the consumption value and technological acceptance model dimensions were also examined. The study used convenience sampling, an online survey, and structural equation modelling to analyse data from 613 Turkish consumers. According to the analysis, a positive and significant relationship exists between consumption values (functional, social, emotional, epistemic, and conditional values) and perceived ease of use and perceived usefulness. Additionally, it was shown that there were positive and significant relationships between perceived ease of use, perceived usefulness, and intention to use. Besides, functional value positively influences the perceived ease of use and perceived usefulness of food delivery apps. It is seen that epistemic value also positively affects the perceived ease of use; however, emotional value negatively impacts the perceived usefulness of food delivery apps. Finally, this study also examined the mediating effect of perceived usefulness and perceived ease of use. The mediation analysis shows that perceived usefulness and perceived ease of use have a mediating effect on theory of consumption values and intention to use. These findings support the link between the theory of consumption values and the technological acceptance model.

Purpose This study investigates how functional value-quality (FVQ), functional value-price, social value, conditional value, emotional value and epistemic value influence consumers' perceived environmental responsibility and repurchasing behaviour of green products in Pakistan. Design/methodology/approach A purposive sampling with a survey method was used to collect data from consumers who had experience purchasing green products in the past six months in a metropolitan city in Pakistan. Finally, a total of 440 valid questionnaires were returned and used to perform descriptive analysis using Statistical Package for the Social Sciences (SPSS), whereas confirmatory factor analysis and structural equation modelling were performed to test the hypotheses. Findings The findings showed that FVQ, social value, emotional value, conditional value and epistemic value positively influence perceived environmental responsibility and green product repurchase behaviour. Perceived environmental responsibility positively influenced green repurchase behaviour. In addition, perceived environmental responsibility mediates the relationship between FVQ, social, conditional, emotional and epistemic value, and green product repurchasing behaviour, respectively. Originality/value Previous studies did not frequently include all five value dimensions in predicting consumers' green repurchase behaviour, particularly in developing countries. This study investigates the full structural effects of multidimensional consumption values on consumers' repurchasing behaviours of green products in a developing country. The empirical findings provide a comprehensive understanding of repurchasing green products among developing consumers in green marketing.

Purpose This study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services. Design/methodology/approach The data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equation modeling. Findings The authors found support for effects from functional, epistemic and emotional value on intention. Functional and emotional value significantly influenced trust, while social and epistemic value did not. Social value was a significant moderator between functional value and intention. Consumers who were relatively unconcerned with social value were more motivated by functional value, while consumers who placed great emphasis on social value were motivated by epistemic value. Multigroup analysis showed that the effect from functional value on trust was stronger for urban than rural customers, while the effect from emotional value on trust was stronger for rural than urban customers. Practical implications Overall, functional value is the strongest predictor of trust and intention; therefore, bank managers are encouraged to promote m-banking services' functional value to increase trust and attract more users by promoting their companies' m-banking application. M-banking customers can also be classified based on the benefits in which they are most interested. Originality/value The study is one of the first attempts to demonstrate empirically how consumption values' dimensions drive m-banking use among different types of customers in a developing market context with a high m-banking penetration rate.

BackgroundLong before the outbreak of COVID-19, chatbots had been playing an increasingly crucial role and gaining growing popularity in health care. In the current omicron waves of this pandemic when the most resilient health care systems at the time are increasingly being overburdened, these conversational agents (CA) are being resorted to as preferred alternatives for health care information. For many people, especially adolescents and the middle-aged, mobile phones are the most favored source of information. As a result of this, it is more important than ever to investigate the user experience of and satisfaction with chatbots on mobile phones.ObjectiveThe objective of this study was twofold: (1) Informed by Deneche and Warren’s evaluation framework, Zhu et al’s measures of variables, and the theory of consumption values (TCV), we designed a new assessment model for evaluating the user experience of and satisfaction with chatbots on mobile phones, and (2) we aimed to validate the newly developed model and use it to gain an understanding of the user experience of and satisfaction with popular health care chatbots that are available for use by young people aged 17-35 years in southeast China in self-diagnosis and for acquiring information about COVID-19 and virus variants that are currently spreading.MethodsFirst, to assess user experience and satisfaction, we established an assessment model based on relevant literature and TCV. Second, the chatbots were prescreened and selected for investigation. Subsequently, 413 informants were recruited from Nantong University, China. This was followed by a questionnaire survey soliciting the participants’ experience of and satisfaction with the selected health care chatbots via wenjuanxing, an online questionnaire survey platform. Finally, quantitative and qualitative analyses were conducted to find the informants’ perception.ResultsThe data collected were highly reliable (Cronbach α=.986) and valid: communalities=0.632-0.823, Kaiser-Meyer-Olkin (KMO)=0.980, and percentage of cumulative variance (rotated)=75.257% (P<.001). The findings of this study suggest a considerable positive impact of functional, epistemic, emotional, social, and conditional values on the participants’ overall user experience and satisfaction and a positive correlation between these values and user experience and satisfaction (Pearson correlation P<.001). The functional values (mean 1.762, SD 0.630) and epistemic values (mean 1.834, SD 0.654) of the selected chatbots were relatively more important contributors to the students’ positive experience and overall satisfaction than the emotional values (mean 1.993, SD 0.683), conditional values (mean 1.995, SD 0.718), and social values (mean 1.998, SD 0.696). All the participants (n=413, 100%) had a positive experience and were thus satisfied with the selected health care chatbots. The 5 grade categories of participants showed different degrees of user experience and satisfaction: Seniors (mean 1.853, SD 0.108) were the most receptive to health care chatbots for COVID-19 self-diagnosis and information, and second-year graduate candidates (mean 2.069, SD 0.133) were the least receptive; freshmen (mean 1.883, SD 0.114) and juniors (mean 1.925, SD 0.087) felt slightly more positive than sophomores (mean 1.989, SD 0.092) and first-year graduate candidates (mean 1.992, SD 0.116) when engaged in conversations with the chatbots. In addition, female informants (mean 1.931, SD 0.098) showed a relatively more receptive attitude toward the selected chatbots than male respondents (mean 1.999, SD 0.051).ConclusionsThis study investigated the use of health care chatbots among young people (aged 17-35 years) in China, focusing on their user experience and satisfaction examined through an assessment framework. The findings show that the 5 domains in the new assessment model all have a positive impact on the participants’ user experience and satisfaction. In this paper, we examined the usability of health care chatbots as well as actual chatbots used for other purposes, enriching the literature on the subject. This study also provides practical implication for designers and developers as well as for governments of all countries, especially in the critical period of the omicron waves of COVID-19 and other future public health crises.

Background. China’s demographic transition into an aging society has reshaped the country’s consumer landscape, positioning older adults as a strategically vital market segment. This demographic shift is particularly consequential in the liquor industry, where traditional Chinese liquors hold deep cultural, ceremonial, and social significance. Aims. (1) to explore the influence of functional value, social value, emotional value, Epistemic value, and conditional value on consumer satisfaction; (2) to analyze the influence of functional value, social value, emotional value, epistemic value, and conditional value on consumers' intention to buy Fenjiu. (3) to verify the mediating role of consumer satisfaction. Methods. This study used a quantitative research method, surveyed 412 Chinese elderly people who had experience in purchasing Fenjiu, and then analyzed the data using a structural equation model. Result. Functional, social, emotional, and epistemic values all exert significant positive effects on consumer satisfaction, while conditional value fails to reach statistical significance. Social, epistemic, functional, and conditional values significantly predict purchase intention, while emotional value is not significant. Satisfaction significantly and positively predicts purchase intention and serves as a stable mediator in the paths of functional, social, emotional, and epistemic values, while the path from conditional value does not reach significance.. Conclusion. The findings highlight the importance of emotional and epistemic engagement in aging consumers’ liquor consumption and offer strategic insights for culturally rooted brand marketing

How to stimulate consumers to sustain and repeat green consumption is not only a realistic problem for enterprises to carry out the all-round diversified green marketing and implement the environment-friendly development strategy, but also an important research field to be urgently promoted by academia. Previous studies have drawn on the relevant theories of environmental psychology and social psychology to deeply analyze consumers’ green consumption behavior. They have taken social psychological factors and their influence mechanism as the research perspective, which has initially formed the research paradigm that takes the three levels of individual psychology, group interaction and social influence as the logical main line to decode the password of green consumption behavior and interpret the attitude-behavior gap. But the existing research basically concentrates on the pre-consumption decision-making process and influencing factors by tacitly approving green consumption behavior as consumers’ first or single consumption behavior, and seldom discusses the post-consumption process and green repeated consumption behavior. In fact, green repeated consumption behavior is significantly different from the first or single green consumption behavior, and its formation mechanism and influencing factors are not clear. Whether and how consumers’ first or previous green consumption behavior affects their green repeated consumption behavior requires further discussion of academia. According to the feedback effect principle, the feedback of the positive result evaluation of individual behavior to the individual will promote and motivate the individual, and strengthen the repetition of individual behavior. The feedback of enterprises to consumers’ post-consumption behavior will affect consumers’ evaluation of the brand and consumption behavior. The positive post-consumption feedback of enterprises can significantly improve consumers’ sense of acquisition, achievement and happiness, and provide them extra meaning beyond benefit to encourage consumers to repeat consumption behavior. In view of the above, in the field of green consumption, whether enterprises’ post-consumption feedback strategies will also form the feedback effect on consumers’ green repurchasing behavior is the main focus of this study. Based on the social exchange theory, warm-glow theory and cognition-emotion theory, this study investigates the effects of different post-consumption value feedback strategies on green repeated consumption intention and verifies the mediating role of warm-glow in the influence mechanism above and the moderating role of feedback timing in the influence mechanism above through three experiments. ExperimentⅠ demonstrates that compared with the non-value feedback, the value feedback of green consumption can significantly enhance consumers’ repeated consumption intention; furthermore, social value feedback has a more positive effect than functional value feedback. ExperimentⅡ demonstrates that warm-glow plays a mediating role in the relationship between the value feedback of green consumption and green repeated consumption intention, and social value feedback can enhance consumers’ warm-glow more than functional value feedback. ExperimentⅢ demonstrates that the mediating effect of warm-glow is moderated by feedback timing, that is, for the instant feedback, the mediation effect of warm-glow does exist, but for the delayed feedback, the mediation effect of warm-glow does not exist. This study provides a new perspective for promoting green repeated consumption, and also provides theoretical basis for enterprises to develop efficient green post-consumption marketing strategies.

The environment is increasingly turning to a vital and very important issue for all people. By increasing environmental concerns as well as legislating and regulating rules on the protection of the environment and the emergence of green consumers, implementing green marketing approach for organizations seems to be more crucial and essential. As a result, the need for ecological products and green business activities compels companies to combine environmental issues with marketing strategies. The first step in the success of companies and organizations is to identify consumers and their consumption behaviors correctly and accurately. So, the purpose of this study is to identify effective factors for the choice of consumers of green products. We used consumption values (functional value, social value, emotional value, conditional value, epistemic value, and environmental value) as the effective factor for choosing green products. The original place of this research was in Tehran, capital city of Iran, which is one of the most polluted cities in the world due to environmental issues. The results from the survey questionnaires are analyzed using confirmatory factor analysis and structural equation modelling. The results indicated that functional value-price, functional value-quality, social value, epistemic value, and environmental value had significantly positive effects on the choice of green products; also, conditional value and emotional value had no influence on it. It was concluded that the main influential factors for consumers' choice behavior regarding green products included environmental value and epistemic value. This study emphasized the proper pricing of green products by producers and sellers.

Green food consumption intention, behaviors and influencing factors among Chinese consumers

This study aims to investigate factors that promote Vietnamese purchase intention for green products through lenses of the Theory of Consumption Value (TCV) and the Theory of Planned Behavior (TPB). An online questionnaire survey was conducted in Ho Chi Minh City, Vietnam. The partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 248 samples. The results revealed that functional value – price, social value, emotional value, environmental value have a significant positive relationship with consumer attitude towards green products. Attitude also acts as a mediator in the relationship between these factors and consumers' intention to purchase green products. The authors find no evidence on the relationship between functional value – quality, conditional value, epistemic value with consumer attitudes. This inquiry extends the literature on consumer behavior in a sustainable consumption context by identifying the mediation mechanisms underlying this link. This paper concludes with implications of the findings for marketers, as well as potential directions for further research.