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

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.