Values influencing sustainable consumption behaviour: exploring the contextual relationship

Document Type

Article

Publication Title

Journal of Business Research

Abstract

The purpose of this paper is to develop and test a theoretical model that explains that the influence of personal values on sustainable consumption behaviour is moderated by the cultural and consumption context in which the relationship is studied. Data is collected using survey questionnaires, conducted both online and offline, with diverse set of population and total 526 responses are used for assessing validity and reliability by applying PLS based structural equation modelling. The paper identifies fresh set of value dimensions that drive sustainable consumption practices. It is further seen that attitude is more likely to moderate the relationship for internally oriented values than externally oriented values. Thus, the paper significantly extends the previous research on the relationship between values and sustainable consumption behaviour. The findings of this paper have significant contributions for practitioners who wish to sell sustainable products in different cultural contexts.

Publication Date

21-3-2017

Publisher

Elsevier

Volume

Vol.76

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