“…A total of 450 valid responses were obtained between September and November 2022 and used for statistical analysis. The independent variables were utilitarian, hedonic, differential, and social value (Jung et al 2014;Lin & Huang, 2012), pro-environmentalism, social responsibility (Jung & Oh, 2019), perceived consumer effectiveness (Ellen, Wiener, & Cobb-Walgren, 1991), environmental knowledge Kim & Damhorst, 1998), aesthetic criteria, functional criteria, sustainable criteria and brand criteria (Ghalachyan & Karpova, 2021) with generation cohort as moderator variable.…”