Tracking the Path of the Green Consumer: Surveying the Decision-Making Process from Self-Transcendent Values to Supportive CSR Intentions

Nicholas Eng,Rachel X Peng,Christen Buckley

doi:10.3390/su14031106

Nicholas Eng, Rachel X Peng + Show 1 more

Open Access

https://doi.org/10.3390/su14031106

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Journal: Sustainability	Publication Date: Jan 19, 2022
Citations: 8	License type: CC BY 4.0

Affiliation: Pennsylvania State University

Abstract

This paper examines the relationship between individual traits and values of consumers and their decision-making process pertaining to purchasing green products from companies with a strong commitment to corporate social responsibility (CSR). Guided by the theory of planned behavior (TPB), the main goal of this online survey (N = 463) is to understand the relationship between self-transcendent values, environmentalism, attitudes, norms, perceived behavioral control, intentions, and purchase frequency to better understand how consumers make green purchasing decisions. A structural equation model shows support for our predictions that self-transcendent values significantly and positively predict environmentalism, which in turn predicted the TPB variables. Interestingly, only attitudes towards purchasing green products were significantly predictive of purchasing products from companies with strong commitments to CSR, which subsequently predicted actual purchase frequency. We hope that our research will benefit scholars and practitioners by contributing to the work in CSR and environmental communication.

Highlights

“Who Gives a Crap” is both a tagline and the name of an Australian-based, B CorpTM toilet paper company that is certified for the highest standards of social and environmental impact [1]
While corporate social responsibility (CSR) is a broad concept that spans multiple domains, this study focuses on the antecedents of green purchasing from companies with a strong commitment to environmental CSR
Before deciding to support the companies with a strong commitment to CSR through purchase intentions [15] or positive word of mouth (WOM) [16], these consumers are still individuals that have individual traits or values that may inform their journey to supportive actions

Summary

Introduction

“Who Gives a Crap” is both a tagline and the name of an Australian-based, B CorpTM toilet paper company that is certified for the highest standards of social and environmental impact [1]. According to the Governance and Accountability Institute, as reported by Wharton, 86% of the S&P As these examples demonstrate, CSR initiatives are becoming an integral aspect of practices and branding of organizations. While CSR is a broad concept that spans multiple domains (e.g., human rights and other social issues), this study focuses on the antecedents of green purchasing from companies with a strong commitment to environmental CSR. The individual traits that guide consumers as they make the decision to purchase environmentally friendly products from companies with strong CSR commitments will be explored. Before deciding to support the companies with a strong commitment to CSR through purchase intentions [15] or positive word of mouth (WOM) [16], these consumers are still individuals that have individual traits or values that may inform their journey to supportive actions. In examining the relationship between the traits of individuals and their decision-making process pertaining to green products, scholars and practitioners will be able to better situate the journey of the consumer within their understanding of CSR

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