An Empirical Investigation Of Consumers’ Green Products And Services Consumption Intention;the Role Of Perceived Green Value

Environmental protection and,most significantly,curbing climatic change represents one of the major problems facing our society today.Consumption of environmentally friendly products would go a long way in solving environmental problems and improving life quality.Solving environmental issues would be through the minimization of landfills and pollution.An estimation by the World Health Organization（WHO）indicated that almost a quarter of all worldwide deaths,which amounted to 12.6m people in 2012,resulted from environmental causes.WHO report 2018 further noted that at least 7m people die annually from air pollution through inhaling fine particles in polluted air that penetrates deep into the cardiovascular system and lungs.The purpose of this research was to investigate consumers’ green products and services consumption intention.Two studies were carried out.Study one explored the perceived green value（PGV）dimensions of utilitarian value,environmental value and hedonic value on green products consumption intention.The study was grounded on the Theory of Planned Behavior（TPB）.The study also examined customer innovativeness’ s moderating role on the relationship between the three PGV dimensions and the three TPB factors of attitude,subjective norms（SN）and perceived behavioral control（PBC）.Study two investigated the perceived green value（PGV）dimensions of collaborative consumption value and symbolic value on services consumption intention.The study was grounded on the Theory of Planned Behavior（TPB）while supported by biospheric and altruism attributes from the Value-Belief-Norm theory.Biospheric attributes moderated the relationship between the two PGV dimensions and the three TPB factors.The research adopted a cross-sectional survey design.The target population was both Chinese and international students at universities in Beijing.A pilot study was conducted by randomly selecting 40 students from one of the universities who were excluded from the main research in order to avoid the sensitization effect.Data was collected through the use of structured questionnaires and was analyzed using structural equation modeling（SEM）.The key findings from study one established from a survey of 426 respondents revealed a significant positive relationship between the three green value dimensions and the TPB factors of attitude,SN and PBC.The relationship was,however,strongest between the three PGV dimensions and attitude.Further,the relationship between the TPB factors and intention to consume green products was significantly positive.TBP factors positively mediated the relationship between utilitarian value,environmental value,hedonic value and intention to consume green products,apart from a negative mediation effect of PBC in the relationship between hedonic value and intention to consume.Customer innovativeness positively moderated the relationship between the three PGV dimensions and attitude,subjective norms but insignificantly moderated the relationship between hedonic value and PBC.Survey findings from 452 respondents in study two indicated a positive relationship between the two green value dimensions（collaborative consumption value and symbolic value）and the three TPB factors.Also,the three TPB factors had a positive effect on the intention to consume green services.TBP factors positively mediated the relationship between collaborative consumption value,symbolic value and intention to consume green services,apart from a negative mediation effect of PBC in the relationship between symbolic value and intention to consume.Simultaneously,biospheric attributes positively moderated the relationship between the two green value dimensions and the three TPB factors,apart from the relationship between collaborative consumption value and PBC.The discussion and conclusion outline the theoretical and practical implications for marketing practitioners and policymakers in order to enjoy long-term business sustained success.The scholars acknowledge the research’s study limitations and offer research directions for future studies.