Leveraging factors for sustained green consumption behavior based on consumption value perceptions: testing the structural model

Changing lifestyle and consumption pattern being the aftermath of growth and urbanization, is putting a strain on environment and sustainable development. The consumption value perceptions are identified in the study as the drivers of sustained green product consumption and intention to pay the green price premium using the theory of consumption values. These value perceptions are certain parameters measuring consumer utilities along multiple value dimensions impacting choice behavior. Environmental attitude, contextual factors and consumer innovativeness were included as the first-order constructs. Data was collected through survey based method using structured questionnaires. Structural equation modeling was applied for testing the hypothesized model. Results confirmed consumers' price and knowledge perceptions to be the major determinants of the behavioral outcome of sustained green consumption and behavioral intention to pay the green price premium is the outcome of sustained green consumption. Implications of the research were discussed. (C) 2015 Elsevier Ltd. All rights reserved.