Personal values, perceived consumer effectiveness and demographic effects on green purchasing behavior of Korean consumers

Yong Ki Lee, Min Seong Kim, Tally Katz-Gerro, Yeonshin Kim

Research output: Contribution to journalArticlepeer-review

Abstract

This study is an examination of personal values, perceived consumer effectiveness (PCE), and demographic factors for their influence on Korean consumers’ green purchasing behavior. A survey conducted in Seoul, Korea, meaningfully supports the proposed relationships between value orientations, PCE, education level, and green purchasing behavior. Specifically, structural-equation modeling confirms that egoism directly and negatively influences green purchases, and that PCE moderates the indirectly positive effects of altruism and biospherism. Education also drives pro-environmental choices. Practical implications for green marketers are discussed, and suggestions for future research are provided.

Original languageEnglish
Pages (from-to)349-358
Number of pages10
JournalEnvironmental Engineering and Management Journal
Volume18
Issue number2
DOIs
StatePublished - Feb 2019

Bibliographical note

Publisher Copyright:
© 2019, Gheorghe Asachi Technical University of Iasi, Romania. All rights reserved.

Keywords

  • Demographics
  • Green purchasing behavior
  • Perceived consumer effectiveness
  • Value orientations

ASJC Scopus subject areas

  • Environmental Engineering
  • Pollution
  • Management, Monitoring, Policy and Law

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