Green consumption and sustainable development: the effects of perceived values and motivation types on green purchase intention

Ng, PML, Cheung, CTY, Lit, KK, Wan, C ORCID: https://orcid.org/0000-0001-5750-0610 and Choy, ETK, 2023. Green consumption and sustainable development: the effects of perceived values and motivation types on green purchase intention. Business Strategy and the Environment. ISSN 0964-4733

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Abstract

Daily green products have gained growing awareness in recent years. Perceived values of consumers are crucial for companies to promote the formation of holistic value of green products to consumers. In addition, understanding different motivation types of consumers to adopt green purchase behavior is critical. To answer the research call to better conceptualize green purchase intention, this study aims to investigate how consumers’ perceived values influence different motivation types, and in turn affect their green purchase behavioral intention. An extended research model by integrating customer value theory (CVT) and self-determination theory (SDT) is developed to explain green purchase behavioral intention.

305 participants were recruited and the findings were analyzed using partial least square structural equation modelling (PLS-SEM). Results suggested that the three perceived values (i.e. emotional value, functional value, and relational value) significantly predict perceived green product value, while perceived green product value predicts four types of regulations (i.e. external regulation, introjected regulation, identified regulation and integrated regulation). Results also showed that autonomous motivation (i.e. identified regulation and integrated regulation) significantly predicts green purchase intention. These findings provide theoretical implications to self-determination theory and customer value theory in the field of green business strategy management and practical implications to green businesses and governments.

Item Type:	Journal article
Publication Title:	Business Strategy and the Environment
Creators:	Ng, P.M.L., Cheung, C.T.Y., Lit, K.K., Wan, C. and Choy, E.T.K.
Publisher:	Wiley
Date:	16 August 2023
ISSN:	0964-4733
Identifiers:	Number Type 10.1002/bse.3535 DOI 1792834 Other
Rights:	This is the peer reviewed version of the following article: Ng, P. M. L., Cheung, C. T. Y., Lit, K. K., Wan, C., & Choy, E. T. K. (2023). Green consumption and sustainable development: the effects of perceived values and motivation types on green purchase intention. Business Strategy and the Environment, which has been published in final form at https://doi.org/10.1002/bse.3535 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	22 Aug 2023 08:32
Last Modified:	22 Aug 2023 08:32
URI:	https://irep.ntu.ac.uk/id/eprint/49601

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