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 language | English |
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Pages (from-to) | 349-358 |
Number of pages | 10 |
Journal | Environmental Engineering and Management Journal |
Volume | 18 |
Issue number | 2 |
DOIs | |
State | Published - 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