A consumption value-gap analysis for sustainable consumption

Abstract

Recent studies on consumption behavior have depicted environmental apprehension resulting from across wide consumer segments. However, this has not been widely reflected upon the growth in the market shares for green or environment-friendly products mostly because gaps exist between consumers' expectations and perceptions for those products. Previous studies have highlighted the impact of perceived value on potential demand, consumer satisfaction and behavioral intentions. The necessity to understand the effects of gaps in expected and perceived values on consumers' behavioral intention and potential demand for green products cannot be undermined as it shapes the consumers' inclination to repeated purchase and consumption and thus foster potential market demand. Pertaining to this reason, the study aims to adopt a consumption value-gap model based on the theory of consumption values to assess their impact on sustainable consumption behavior and market demand of green products. Consumption value refers to the level of fulfillment of consumer needs by assessment of net utility derived after effective comparison between the benefits (financial or emotional) and the gives (money, time, or energy). The larger the gaps the higher will be the adversarial impact on behavioral intentions. A structural equation modeling was applied to assess data collected through questionnaire survey. The results indicate that functional value-gap and environmental value-gap has the most adversarial impact on sustainable consumption behavior and market demand for green products.

The Intention to Adopt Green IT Products in Pakistan: Driven by the Modified Theory of Consumption Values

“…Convincing, value for money, habit, health concern, and individual social and institutional norms influence consumptions on daily bases [44]. Theory of consumption value presented by Sheth et al explains this consumption behavior [41].…”

“…This theory is used in several studies to explain the consumption behavior, identifying consumer perception, and consumer segmentation in different product categories [65]. Recently, this theory is used to measure the consumption behavior of green and environmental sustainability products [44][45][46]66]. While some studies take some of the values from these five values and some studies explain the additional values in a green consumption context.…”

“…Individuals vary in their consumption behavior, as consumers who use green products have different motives [42]. Moreover, many studies extended the TCV in green consumption behavior by involving different additional values, such as environmental value [43][44][45][46][47], psychological value [44], health value [45], and corporate image value [40], but researchers ignore the religious value in green consumption behavior. Recent studies suggest that religious value is an important influencer in green consumption behavior [48][49][50][51][52][53], because religion is the most important factor that shapes the values and principles of an individual [54].…”

A new model for testing green consumer behaviour

“…Nevertheless, despite advances, it has been difficult to develop an optimum and/or a consensual model that would serve to predict green consumer behaviour. Overall, the literature suggests that there is a gap between consumers' proenvironmental attitudes and sustainable consumption behaviours, with a suggestion that further research is needed to develop understanding of the factors that influence behaviour and the relationship between variables (Biswas, 2017;He at al., 2016).…”

Effect of Strategic Marketing on Sustainable Business Performance–A Study of Pharmaceutical Industries in India

“…23 For the past few decades firms are increasingly facing the challenge to manufacture and market environment friendly products owing to sway of customers preferences towards environment friendly alternatives. 20,[24][25] Thus the need to perform in an environmentally sustainable manner by firms is becoming irrefutable. Sustainability in environmental performance can be attained through superior product innovation, improvement in product quality, process innovation, research and development, waste minimization, resorting to alternative resources, incorporation of environmentally amenable techniques in its operations.…”