Applying the Theory of Consumption Values to Choice Behavior Toward Green
Products
P. Lin1, Y. Huang2, J. Wang
1,2
Department of Transportation and Communication Management Science, National Cheng Kung University, Taiwan
3
Department of Logistics Management, National Kaohsiung First University of Science and Technology, Taiwan
(peichunl@mail.ncku.edu.tw)
Abstract –This study applies the theory of consumption
values as a theoretical basis to verify consumer choice
behavior toward green products. This study investigates
consumers’ consumption values and choice behaviors
toward green products to provide promotion/sales advice for
governments, green groups, and the green industry. The
study result will help producers decrease the risk of green
product development, and strengthen its marketing
competition, and eliminate the gap between consumption
values of green products and consumers’ choice behavior.
Keywords – Green products, Consumption value,
Consumer choice
I. INTRODUCTION
According to the Organization for Economic Co-
operation and Development (OECD), green products
measure, prevent, limit, reduce, and correct environmental
impacts on water, air, and soil; they incorporate the
solution to resolve problems related to waste, noise, and
ecology and to generate products and services. When
scraps, harmful substances, or energy forms are
discharged into the environment as pollution, it is a sign
that resources have been used incompletely, inefficiently,
or ineffectively [1]. The emission speed of greenhouse
gases is increasing rapidly and human behavior is one of
the reasons for global warning. Consumers buying
products should consider the assault on the ecological
environment from products and choose those that cause
less environmental damage or even benefit the
environment [2]. Although a great deal of effort has been
invested in making eco-labeled products more effective
and efficient, their market share is still low [3]. Roper
Starch Worldwide investigates the consumption pattern in
America [3] and found that 49% of consumers (Basic
Browns and Grousers) don’t care about the environment
and another 33% of consumers (Sprouts) care about it but
are willing to spend only a little more to buy green.
Laroche, Bergeron and Barbaro-Forleo [4] find that
13.1% of respondents (i.e., 119/907) were willing to pay a
higher price for green products; this represents a
significant market segment for producers and distributors
of ecologically compatible products. Determining
consumers’ attitudes and behavioral intentions is
important in developing a marketing strategy for any type
of product, and even more so for controversial products
[5]. Young, Hwang, McDonald and Oates [6] state the
978-1-4244-6567-5/10/$26.00 ©2010 IEEE
importance of the attitude-behavior gap or values-action
gap. For example, 30% of UK consumers reported their
concern about environmental issues [6], but struggled to
translate that concern into green purchases. Evidence of
this gap is illustrated by Young et al. [6], who show that,
despite generally favorable attitudes that consumers hold
toward organic food (between 46% and 67% of the
population), actual purchase behavior forms only 4% to
10% of different product ranges. This is the values-action
gap. Rex and Baumann [3] argue that we cannot expect
high market shares for green products in general if
marketers continue to rely only on eco-labels and already
existing green consumers. To achieve greener production
and consumption patterns, we need to address a wider
range of consumers than the deep green segment. We
recommend broadening green marketing and exploring
various areas of marketing theory, such as the analysis of
consumer wants and promotion [3].
Bei and Simpson [7] state that the total utility of a
purchase is the sum of acquisition utility and transaction
utility. Acquisition utility can be estimated by the utility
of a purchased good minus the purchase price. The utility
of a purchased good is captured as a psychological benefit
and perceived quality by the consumer. Transaction utility
is a function of the difference between the purchase price
and the expected price. During the purchase decision, the
price that consumers expect to pay acts as an internal
reference price. Researchers can use this study as a
framework to examine the purchase utility of other green
or environmentally friendly products [7]. Values serve to
guide actions, attitudes, judgments, and comparisons
across specific objects and situations. Numerous
researchers have recognized the potential for personal
values to influence consumer decision making. The
meaning and motivation underlying the consumption of
many products and services may depend on consumption
values, and it is commonly believed that effective
marketing communications must recognize the
relationship between consumers' values and their motives.
The values composition of consumers may predispose
them to interpret their relationship with service providers
and marketing communications in different ways. The
choice of values to emphasize would seem to be
especially important in situations where consumers may
vary widely in their relationships with the service
provider [8]. The theory of consumer choice values is able
to (1) contribute to the general understanding of consumer
choice behavior and (2) assist practitioners, policy makers,
and academic researchers in determining what motivates
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 Proceedings of the 2010 IEEE ICMIT
specific choices [9]. Thus, the theory may be used to
predict consumption behavior, as well as to describe and
explain it.
This study applies the theory of consumption values
as a theoretical basis to verify consumer choice behavior
toward green products. The theory is designed to facilitate
understanding of consumer choice behavior and assist
practitioners, policy makers, and academic researchers in
determining what motivates specific choices. It may be
applied to any consumer choice situation of interest, with
the limitation that the context is one of individual decision
making, systematic decision making, and voluntary
decision making. Studies analyzing the green consumer
will continue to be attractive as environmental
consciousness evolves over time. The findings of previous
studies will not necessarily be valid in the future. New
research on green products should aim to identify possible
developments in consumer attitudes, intentions, and
behaviors [10]. The objectives of this study are to
investigate consumers’ consumption values and choice
behaviors toward green products and to provide
promotion/sales advice for governments, green groups,
and the green industry. This study is also intended to help
producers decrease the risk of green product development,
and strengthen its marketing competition, and eliminate
the gap between consumption values of green products
and consumers’ choice behavior.
II. THEORETICAL BACKGROUND
Three fundamental propositions are axiomatic to the
theory of consumption values: (1) consumer choice is a
function of multiple consumption values; (2) consumption
values make differential contributions in any given choice
situation, and (3) consumption values are independent.
Figure 1 shows the conceptual model for the theory of
consumption values.

states that research trends also indicate a lack of
willingness to actually pay premium prices for green
products. Bei and Simpson [7] indicate that consumers
also consider the price and quality of recycled products.
Price effect derives from the perceived price difference
between the recycled product and the ordinary one. This
perceived, but not actual, difference affects consumers'
willingness to buy recycled products because the actual
price is held constant in the study. The quality of recycled
products is another consideration to consumers. Recycled
baby wipes and toilet paper are low-priced items, but
consumers are not willing to buy these two products
because of their perceived poor quality. Therefore, this
study proposes the following hypotheses:
Ǐ H1 ǐ The price of a green product will influence
consumer choice behavior toward green
products.
Ǐ H2 ǐ The quality of a green product will influence
consumer choice behavior toward green
products.
Social value is the perceived utility acquired from an
alternative’s association with one or more specific social
groups [9]. The subjective norm construct refers to
perceived social pressure to perform or not to perform the
behavior [12]. Arvola et al. [13] suggest that while
subjective norms reflect external social pressure—a
person’s perceptions of what others think he or she should
do—personal norms and moral attitudes are internal moral
rules or values from which motivation arises due to
anticipated self-administered rewards or punishments. It is
suggested that environmental-based marketing efforts
should be explicitly linked to beneficial outcomes.
Therefore, marketers must show how consumers who
choose green products are helping in the struggle to
preserve the environment. Straughan and Roberts [14]
also state that the relative importance of altruism in
predicting ECCB suggests that firms must not only be








explicit in the link between their environmental strategies
and beneficial outcomes, but they must also show how
other people are better off as a result. Aqueveque [15]



  states that consumers are keen to use more information
sources when faced with social risk, as a means so as to
avoid negative outcomes. Expert opinion is seemingly a






powerful way to reduce risk perceptions of consumers.
Therefore, this study proposes the following hypothesis:
Fig. 1. Conceptual framework of the theory of consumption values.
Ǐ H3 ǐ Social value will influence consumer choice
Sheth, Newman and Gross [9] indicate that functional behavior toward green products.
value is presumably the primary driver of consumer
choice. Perceived utility is acquired from an alternative’s Sheth, Newman and Gross [9] state that emotional
capacity for functional, utilitarian, or physical value is the perceived utility acquired from an
performance, such as reliability, durability, and price. If
alternative’s capacity to arouse feelings or affective states.
the price is considered too high, consumers may trade off Goods and services are frequently associated with
in making purchase decisions, as consumers consider
emotional responses. Sweeney and Soutar [16] state that
many factors other than price in their product selection unlike previous measures, their constructs include both
process [11]. D'Souzau, Taghian, and Peretiatko [11]

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 Proceedings of the 2010 IEEE ICMIT
utilitarian and hedonic components. The importance of
this combination can be seen in a comment by MacKay
[17], who noted that a product’s or a service’s appeal is an
amalgam of rational and emotional factors and that
emotions play a part in every purchase decision (but) . . .
very few purchases are entirely emotional. Bei and
Simpson [7] find that most respondents (89.1 %) usually
feel that they are saving the environment when they
purchase recycled products. Therefore, this study
proposes the following hypothesis:
ǏH4ǐEmotional value will influence consumer choice
behavior toward green products.
Sheth, Newman and Gross [9] suggest that additional
value is the perceived utility acquired by an alternative as
the result of a specific situation or set of circumstances
facing the decision maker. Belk [18] defines this situation
as all those factors particular to a time and place which do
not follow knowledge of personal (intra-individual) and
stimulus (choice alternative) attributes and which have
demonstrable and systematic effects on current behavior.
Nicholls, Roslow and Dublish [19] state that situational
variables refer to the circumstances surrounding
individuals when they respond to stimuli pertinent to their
needs and wants. When personal situations vary, that is,
consumer situational variables change, consumer
purchase behavior may be affected [20]. Studies of soft
drinks, snack foods, beer, and breath fresheners have
demonstrated that the consumption situation affects
behavior and that products are frequently in response to
particular situations [21]. Therefore, this study proposes
the following hypothesis:
ǏH5ǐAdditional value will influence consumer choice
behavior toward green products.
Sheth, Newman and Gross [9] assert that epistemic
value is the perceived utility acquired from an
alternative’s capacity to arouse curiosity, provide novelty,
or satisfy a desire for knowledge. Laroche, Bergeron and
Barbaro-Forleo [4] state that knowledge is recognized in
consumer research as a characteristic that influences all
phases in the decision process. In addition to the needs
associated with the consumption situation, the consumer's
knowledge about the product also plays an important role
in determining new product adoption [21]. Lai [21] states
that when consumers encounter a new product, they
evaluate the new product by prior knowledge of that
product category and incoming information on new ones
to make an adoption decision. The adoption process of a
new product requires that there be a matching elaboration
between the buyer's perceived situational characteristics
and product attributes. Product knowledge is also a
mediating factor for the intention to adopt two new
products in this study and the interaction of different
kinds of product information suggests that too much
knowledge of a new product may dilute the intention to
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adopt it, since more product information irrelevant to
suitability for the situation may disturb consumers’
willingness to adopt it [21]. Hirschman [22] states that
novelty seeking serves as a means of self-preservation.
The individual may find it useful to create a database of
potentially useful knowledge. Because the future is
unknown, consumption problems are almost inevitable;
the consumer may wisely decide to seek information that
is not "useful" now, but may assume great importance in
the future. A second, complementary explanation for
novelty seeking is that it functions to improve problem-
solving skills. Therefore, this study proposes the
following hypothesis:
Ǐ H6 ǐ Epistemic value will influence consumer choice
behavior toward green products.
III. METHODOLOGY
Based on the theoretical background, Figure 2 shows
the research framework and hypotheses. Respondents
were contacted via green activities, at exhibitions and in
train stations and asked to complete the self-administered
questionnaire. The population targeted for this study is
consumers, including green consumers and those who
may not yet have much ecological consciousness.
Participants in the experiment were asked to rate items
adapted from the following researches. Each response was
measured using a five-point Likert scale.
Fig. 2. Research framework and hypotheses.
The questionnaire, administered in Taiwan, was
composed of 47 questions in total, including respondents’
personal information, their purchase experience of green
products, their perception toward the choice of green
products, and their concern for the environment. This
study uses four questions respectively for functional
value-price, functional value-quality, and social-value
dimensions. The questions for the three dimensions are
proposed by Sweeney and Soutar [16]. The functional
value-price dimension measures respondents’ price
perception of green products. The functional value-quality
dimension measures respondents’ opinion of the quality
of green products. The social-value dimension measures
the degree to which respondents care about others’
opinions and behavior toward green products. The
emtional-value dimension containes three questions
designed to measure consumers’ perception of green
products. Measurement for these questions is adopted
 Proceedings of the 2010 IEEE ICMIT
from Arvola et al. [13]. The epistemic-value dimension in
this study containes four questions designed to measure
the degree to which consumers acquire related
information and seek novelty befor purchasing. The
measurement of these questions is adopted from Dholakia
[23] and Hirschman [22]. Six questions related to
consumers’ choice behavior toward green products
scaling, measured by the green purchase behavior
proposed by Choi and Kim [24]. This dimension measures
respondents’ willingness to choose green products. The
environmental behavior index developed by Tarrant and
Cordell [25] is used to measure the degree of concern for
the environment. Respondents are separated into two
groups according to the sum of scores. In this dimension,
respondents with high scores are more concern about the
environment than those with low scores. The study
provides four measures in the additional-value construct
to measure respondents’ choice behavior in particular
situations. The four measures are: worsening
environmental conditions, a subsidy for green products, a
discount rate or activity for green products, and more
green product items.
IV. DISCUSSION
From the valid sample of 147, 133 questionnaires
were valid, yielding a response rate of 90.5%. Almost two
third (60.2%) of the respondents are females and the
remaining 39.8% are males. The majority of respondents,
84.9%, are between 20 and 59 years of age. Only 9.8% of
respondents are under 19, and 5.3% are over the age of 60.
Of the respondents, 79.7% have at least a college
education. 78.2% have used green products and 66.9%
have purchased green products. The reasons for never
buying green products are “not knowing if what I’ve
bought is a green product” (48.28%), “not knowing about
green products” (24.14%), “not knowing where one can
buy green products” (20.69%), and “no buying
willingness for green products” (6.9%). Reliability tests
are conducted on each factor. Only one item was deleted.
Results show that the Cronbach’s alpha varied from 0.82
to 0.89 for all constructs. Therefore, the questionnaire has
high reliability.
A one-way analysis of variance (ANOVA) is
performed with environmental concern as the independent
variable and functional value-quality, functional value-
price, social value, emotional value, additional value,
epistemic value, and choice behavior as dependent
variables. To sum the item scores for environmental
concern, respondents with high environmental concern are
designed as those who have a total score of more than 24;
respondents with low environmental concern are those
who score 24 or less. Results show that there is a
significant difference between the two groups in
functional value-quality, functional value-price, social
value, epistemic value, and choice behavior. According to
the averages of those dimensions, what respondents with
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high environmental concern feel about those dimensions
of green products is significantly higher. This means
respondents with high environmental concern express
more support for green products than respondents with
low environmental concern.
A multiple linear regression analysis is performed
with choice behavior as the dependent variable and
functional value-quality, functional value-price, social
value, emotional value, additional value, and epistemic
value as independent variables. R2 is 0.458 and adjusted
R2 is 0.432. The F value in the ANOVA test is 17.73 and
is significant at the level of 0.001, which indicates that the
model is suitable for the data. The Durbin-Watson statistic
is 1.894 and does not indicate autocorrelation.
Consumption values are independent of each other is
one of propositions for the theory of consumption values.
Variance inflation factors (VIF) of the six consumption
values in the study are all less than 5 (see Table I) and
does not indicate a multicollinearity problem. Therefore,
the fitted model is an adequate model for the collected
data. The results of the multiple linear regression analysis
(see Table I) show that emotional value, additional value,
and epistemic value positively influence respondents’
choice behavior toward green products. That is, if
consumers feel higher emotional value, additional value,
or epistemic value of green products, the possibility that
consumers will choose green products is higher.
Consequently, H4, H5, and H6 are supported.
TABEL I
THE RESULT OF MULTIPLE LINEAR REGRESSION ANALYSIS
Standardized
Independent variables P value VIF
coefficients
Functional value-quality 0.063 0.801 1.856
Functional value-price 0.080 0.377 1.907
Social value -0.002 0.886 1.551
Emotional value 0.234 0.013* 2.120
Additional value 0.283 0.001*** 1.662
Epistemic value 0.265 0.000*** 1.232
Dependent variable: choice behavior of green products
*p<0.05, **p<0.01, ***p<0.001
V. CONCLUSION
The study applies the theory of consumption values to
determine factors that influence consumers’ choice
behavior toward green products. Multiple linear
regression analysis is used for testing and verification.
Choice behavior toward green products is the dependent
variable and functional value-quality, functional value-
price, social value, emotional value, additional value, and
epistemic value are independent variables. In addition,
respondents are separated into those with high
environmental concern and those with low environmental
concern using one-way ANOVA to determine whether
consumption values and choice behavior are significantly
different between the two groups.
 Proceedings of the 2010 IEEE ICMIT
The reasons for never buying green products are “not
knowing if what I’ve bought is a green product” (48.28%),
“not knowing about green products” (24.14%), “not
knowing where one can buy green products” (20.69%),
and “no buying willingness for green products” (6.9%).
Based on the survey, 48% of the respondents do not
clearly understand the scope of green products and 24%
do not understand the characteristics of green products.
Although the government and green groups advocate
changing life habits to protect the environment, there is
little promotion of green consumption except by
government institutions and enterprises. In addition, 20%
of the respondents do not know where one can purchase
green products. Those who desire to participate in green
consumption must pay a high non-money price to locate
the purchase channels, but they often express no interest
in consumers’ rational consideration at the end of their
search. Consequently, to achieve green consumption for
all people, the government and green groups must
advocate green consumption over a long period of time.
Fewer channels result in low visibility of green products
and inconvenience to consumers. Therefore, the
government must play an important role to encourage
green consumption or subsidize firms to establish more
distribution points. Solving purchase distribution is the
priority; otherwise, the efforts of government and green
groups are in vain.
In previous green consumption research, no one to
has applied the theory of consumption values. Additional
value is one consumption value that influences consumer
choice behavior, and it has an important connection to the
characteristics of green products. In this study, additional
value is found to have a positive influence on consumers’
choice of green products. Global warming and the
threatened environment contribute to the additional value
of green products. Consequently, the government and
green groups must continue to emphasize that weather is
changing and the environment is damaged. In addition,
the government, manufacturers, and sellers could provide
discounts or purchase activities for green products to
create special situations designed to increase the
additional value of green products. Under these
circumstances, consumers will think about the threatened
planet when shopping and choose products that minimize
damage to the environment.
Consumers’ choice behavior toward green products is
positively influenced by the epistemic value of green
products. This result means that consumers with curiosity
or a desire for knowledge, or who like novelty, are more
likely to choose green products. Hence, manufacturers
could not only note the characteristics of green products,
but also emphasize design principles and the differences
between green and non-green products to increase
consumers’ knowledge. In addition, manufacturers could
add design style to the appearance of green products and
enhance consumers’ curiosity and make them want to try
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something new. Epistemic value of green products would
change from actively providing knowledge to adding
design style. Thus, the probability that consumers will
choose green products would rise.
Consumers’ choice behavior toward green products is
also positively influenced by the emotional value of green
products. When consumers experience positive emotions
from purchasing green products, such as a feeling that
they are helping to safeguard the environment or the
perception that buying green products is a good thing for
society, they are more likely to buy green products. The
government and green groups could advertise that green
consumption is a good thing and print a slogan on the
packaging. Imperceptibly, consumers would increase their
purchase of green products of the basis of environmental
protection due to the high emotional value of green
products.
In the result of the multiple linear regression analysis,
quality and price do not show significant impact on
consumers’ choice behavior toward green products. The
reason may be that 22.8% of respondents have not used
green products and 33.1% have not bought them. So,
there is a little measure bias because some respondents
answered the two constructs according to their image and
feelings, not actual experience. On the other hand, social
value also does not have a significant impact on
consumers’ choice behavior toward green products. The
reason may be that some respondents do not agree
using/buying green products will increase their social
approval or make a good impression.
According to the results of one-way ANOVA,
respondents with high environmental concern perceive
higher functional value-quality, functional value-price,
social value, and epistemic value in green product. Also,
respondents with high environmental concern are more
likely to choose green products than respondents with low
environmental concern. Obviously, respondents with high
environmental concern have more confidence in green
products’ price and quality. Compared to respondents
with low environmental concern, respondents with high
environmental concern are more likely to care about
others’ opinion toward green products and the social
approval associated with using green products.
Furthermore, respondents with high environmental
concern are more aggressive in obtaining manufacturing
information and more likely to seek novelty. Thus, the
more consumers are concerned about the environment, the
more they support green products. Consequently, all
parties should continue advocating the concept of
environment protection and associated consumer
behaviors to make consumers internalize the message and
take action to use green products.
In summary, there is still room for improvement in
green consumption. The success of green consumption
relies on the cooperation of the government, firms,
 Proceedings of the 2010 IEEE ICMIT
distributors and final demand. The study suggests that the
government could encourage firms to establish more
distribution channels through subsidy and policy to
increase green products’ visibility and purchase
convenience. In addition, green consumption needs to be
advocated to encourage people to consume products that
minimize damage to the environment. All parties should
also continue advocating environmental concepts to
enhance the emotional value of green products and
increase consumers’ degree of environmental concern.
Explaining that weather is changing and the environment
is damaged arouses additional value of green products.
Moreover, the government, firms, and sellers could
provide discounted rates or activities to support green
products. Firms could note the design principles to satisfy
consumers’ desire for knowledge and add design style to
make the products’ image more attractive to consumers.
By supporting these methods, the hope is that the quality
of green products will increase and the gap between
consumption values toward green products and
consumers’ choice behavior will be eliminated.
ACKNOWLEDGMENT
This research was supported in part by a grant from
the National Science Council of the Republic of China in
Taiwan under grants NSC 98-2622-H-006-001_CC3. The
authors express deep gratitude to the Sustainable
Environmental Technology and Management CO., Ltd in
Taiwan for the cooperation and financial support.
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