Study on relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products

Abstract

Purpose The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework. Design/methodology/approach This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model. Findings The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions. Research limitations/implications The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues. Practical implications The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context. Social implications Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses. Originality/value The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.

Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market

“…Many researches have portrayed TPB in different walks of life and transitions of positive attitude, subjective norms, favorable perception, and individually controlled experiences conducted on different forms of environmental issues, that is, sustainable agricultural practices (Beedell & Rehman, ; Carr & Tait, ; Fielding, Terry, Masser, & Hogg, ), recycling behavior (Boldero, ; Cheung, Chan, & Wong, ; Kautish et al, ; McCarthy & Shrum, ; Taylor & Todd, ), energy use (Harland, Staats, & Wilkie, ), composting (Taylor & Todd, ), and water conservation (Harland et al, ; Kantola, Syme, & Campbell, ). In addition to this, the implications of ecological awareness, which lead to perceived behavioral control and EK, have been studied with the bottom line effect of greening from consumer viewpoints as well as marketers in light of the modern societies (Alwitt & Pitts, ; Kautish & Sharma, ). Rooted in Ajzen's () conceptualization of the intentions to act and TPB along with empirical findings of research conducted by so many researchers such as Fielding, McDonald, and Louis (), Fielding, Terry, et al (), Balderjahn (), and Yadav and Pathak (), we posit the following two hypotheses:H1 PBC has a direct and positive effect on EK.H4 PBC has a direct and positive effect on ECCB.…”

“…Exploration of the operative determinants may enrich the green consumer trajectory in years to come, and it will play a critical role in directly influencing the customers' green tendencies in which key constructs indirectly influencing EK, concern, and perceived consequences (Kautish & Sharma, ). These environmental facets are crucial stages, which affect the green customers' intentions, actions, and behaviors, namely, WEF and ECCB.…”

Environmental Responsibility, Psychological Distance, and Environmental Consumption: Mediation in Accounting Students

“…Environmental responsibility has been treated in the literature as a synonym for the construct that characterizes the ethical behavior of the consumer, seen as the values that guide the individual to obtain, use, and dispose of goods and services (Kautish & Sharma, 2019). In this context, the ethical behavior of consumers has been observed under different approaches.…”

“…In the economic sphere, the number of organizations that seek to demonstrate a responsible attitude toward the environment and society grows. In the academic context, studies have provided evidence about the reason for the change in society's posture in relation to impacts on the environment, with emphasis on predictors of ethical and pro-environmental behaviors (Afonso, Bornia, Echegaray, & Andrade, 2016;Ariztía et al, 2014;Chen, 2011;Eckhardt, Belk, & Devinney, 2010;Fakhrudin, Karyanto, & Ramli, 2018;Gordon-Wilson & Modi, 2015;Kautish & Sharma, 2019;Shafiei & Maleksaeidi, 2020;Vitell, 2015). Eckhardt et al (2010), for example, used qualitative methods and an interpretative approach to analyze consumer behavior in relation to the nonenvironmental products usage.…”

“…There are several reasons that point to the devastating effects of business and human actions resulting from the environment exploration, which has awakened in society an incentive to adhere to ethical environmental consumption imposing demands on organizations to improve their strategies and environmental protection schemes, based on socially responsible, legitimate conduct, and harmonious interaction with the environment (Kautish & Sharma, 2019;Shafiei & Maleksaeidi, 2020).…”