Journal of Cleaner Production 22 (2012) 11e18

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Journal of Cleaner Production

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The influence factors on choice behavior regarding green products based

on the theory of consumption values
Pei-Chun Lin*, Yi-Hsuan Huang 1
Department of Transportation and Communication Management Science, National Cheng Kung University, No. 1, University Road, Tainan 701, Taiwan

a r t i c l e i n f o a b s t r a c t

Article history: This study applies the theory of consumption values to determine the influence factors on consumer
Received 8 February 2011 choice behavior regarding green products, and examines whether there are significant differences in
Received in revised form consumption values and choice behavior between consumers with different outlooks on environmental
14 September 2011
concerns. One-way analysis of variance and multiple regression is used to assess data collected by
Accepted 4 October 2011
a questionnaire survey. The results indicate that consumers with high environmental concern support
Available online 8 October 2011
green products more, and show greater readiness to choose them. This study concludes that the main
influence factors on consumer choice behavior regarding green products include psychological benefit,
Keywords:
Green product
desire for knowledge, novelty seeking, and specific conditions, and do not include functional values, price
Eco-labeling and quality. This study contributes to preliminary but vital insights in effective promotion of green
Consumption value products.
Choice behavior Ó 2011 Elsevier Ltd. All rights reserved.

1. Introduction Information regarding the environment and worsening weather

According to the Organization for Economic Cooperation and
Development (OECD, 2009), green products reflect what is ach-
ieved to prevent, limit, reduce, or correct harmful environmental
impacts on water, air, and soil; they constitute at least one means of
resolving problems related to waste, noise, and general detriment
to the ecology, and are an avenue for generating beneficial products
and services. Although a great amount of effort has been invested in
making the eco-labeling of green products more effective and
efficient, their market share is still low (Rex and Baumann, 2007).
The importance of the attitudeebehavior gap or valueseaction gap
was found, and 30% of U.K. consumers report concern over envi-
ronmental issues, but were slow to translate such concerns into
actually going green (Young et al., 2009). A more thorough under-
standing of the relationship between concern and behavior is
necessary if marketers and public policy makers are to reduce
environmentally negative behavior and address the attitu-
deebehavior gap. When concern increases, consumption behavior
might become more environmentally sensitive, and consumers
may change purchase patterns, tilting them toward going greener
(Kilbourne and Pickett, 2008).
* Corresponding author. Tel.: þ886 62757575x53222; fax: þ886 62753882.
E-mail addresses: peichunl@gmail.com, peichunl@mail.ncku.edu.tw (P.-C. Lin),
intuition1985@gmail.com (Y.-H. Huang).
1
Tel.: þ886 62757575x53222; fax: þ886 62753882.
patterns has an impact on the daily behavior of consumers. Cons-
umer research recognizes knowledge as a characteristic that influ-
ences all phases of the decision process (Laroche et al., 2001).
Consumers seeking novelty may do so in an effort to add their data
banks of potentially useful knowledge and problem-solving skills
(Hirschman, 1980). Thus, consumers may go green in response to
moves to tackle environmental problems. The characteristics of
green products (for example, recycling potential, low pollution, and
economy of resources) may also arouse consumer emotions, such as
protective feelings toward the environment (Bei and Simpson, 1995)
or a general impulse to do good (Arvola et al., 2008). In addition,
governments and green groups provide subsidies or promotions that
encourage people to go green. Consumer decisions of an environ-
mentally friendly nature may also be affected by peer opinion
(Straughan and Roberts, 1999) or personal factors (Shamdasani et al.,
1993; Kalafatis et al.,1999). Although consumers purchasing recycled
products also consider price and quality (Bei and Simpson, 1995), an
increasing number of people are willing to pay extra for green
products (Laroche et al., 2001). The underlying meaning and moti-
vation of consumption may depend on consumption values, and it is
commonly accepted that effective marketing communications must
recognize the relationship between consumer values and motiva-
tion. The theory of consumer choice of values is able to contribute to
the general understanding of consumer choice behavior and assist
practitioners, policy makers, and academic researchers in deter-
mining what motivates specific choices (Sheth et al., 1991).

0959-6526/$ e see front matter Ó 2011 Elsevier Ltd. All rights reserved.
doi:10.1016/j.jclepro.2011.10.002
12 P.-C. Lin, Y.-H. Huang / Journal of Cleaner Production 22 (2012) 11e18
This study applies the theory of consumption values to green
products as the theoretical basis for verifying the influence factors
on consumer choice behavior. The theory describes behavior as
influenced by functional, social, emotional, conditional, and
epistemic values. Functional value is measured for consumer
perception of green products, their price, and their quality. Social
value concerns the measure of utility for consumers, as influenced
by peer opinion. Emotional value is the measure of consumer
emotions toward green products. Conditional value is the measure
of utility according to a specific situation. Epistemic value concerns
measuring consumer inclinations to desire knowledge and seek
novelty. Therefore, the theory is designed to increase understanding
of consumer choice behavior and assist practitioners, policy makers,
and academic researchers in determining what motivates specific
choices. Studies analyzing the green consumers will continue to be
of interest as environmental consciousness evolves over time, and
therefore the findings of any particular study will not necessarily
remain valid indefinitely. New research on green products should
always aim to identify possible developments in consumer atti-
tudes, intentions, and behavior (Chamorro et al., 2009). This study
investigates consumer consumption values and choice behavior
regarding green products, and aids in understanding what the
important influence factors on the behavior of customer choice are.
2. Literature review
This section presents a review of the theory of consumption
values and the literature related to environmental concern, and
develops hypotheses.
2.1. The theory of consumption values
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 different
contributions in any given choice situation, and (3) consumption
values are independent. The theory has been employed and tested in
more than 200 applications, and has demonstrated consistently
good predictive validity (Sheth et al., 1991). Sheth et al. (1991)
applied it to buying decisions (smokers or non-smokers), product
decisions (filtered or non-filtered cigarette), and brand decisions
(Marlboro or Virginia Slim). Their results showed that emotional
value is most influential in discriminating between smokers and
non-smokers, functional value is most influential in discriminating
smokers choosing filtered cigarettes, and social value is most
influential in discriminating smokers who choose Marlboro. Long
and Schiffman (2000) applied the theory to segment consumers
according to their values and relationships with service providers to
understand motivation and behavior. Sweeney and Soutar (2001)
adopted functional value, social value, and emotional value to
develop a perceived value scale to assess customer perceptions of
the value of a durable commodity at brand level. Sweeney and
Soutar (2001) did not adopt epistemic value and conditional value
because these are potentially less important when considering the
purchase of a durable, and the aim was to develop a general value
measure. This study, after considering green product characteristics,
adopts all five consumption values. The following section introduces
the values and the relevant literature for each.
2.1.1. Functional value
Sheth et al. (1991) assessed functional value as the primary
driver of consumer choice. Perceived utility for consumers relies on
an alternative capacity for functional, utilitarian, or physical
performance, such as reliability, durability, and price. If price seems
too high, a trade-off may be made as the consumer weighs factors
other than price in product selection and decision, but research
trends indicate a lack of willingness to pay premium prices for
green products (D’Souza et al., 2007). Bei and Simpson (1995)
indicated that consumers consider both the price and quality of
recycled products. The price effect derives from perceived price
difference between a recycled and a non-recycled product. This
perceived but not actual difference affects consumer willingness to
buy recycled products because, in Bei and Simpson’s (1995) study,
actual price was held constant. For consumers of recycled products,
quality is a further consideration. Recycled baby wipes and toilet
paper are examples of low-priced items, but because of their
perceived poor quality, consumers seem to eschew them. Laroche
et al. (2001) conducted a range of surveys in the field over
a period. In 1989, 67% of Americans stated that they were willing to
pay 5e10% more for ecologically sound products. By 1991, envi-
ronmentally conscious individuals were willing to pay between 15
and 20% more for green products. By 1993, in a mail survey in the
U.K., 79% of female respondents expressed willingness to pay up to
40% more for a product that is identical in every respect to their
usual brand but with proven green credentials. It is apparent that
some consumers care enough regarding ecological detriment to
choose to pay more for green products. Therefore, this study
proposes the following hypothesis:
H1: Functional value positively affects consumer choice
behavior regarding green products.
2.1.2. Social value
Social value is the perceived utility derived from an alternative
association with one or more specific social groups (Sheth et al.,
1991). The subjective norm construct refers to perceived social
pressure to approve and adopt a style of behavior (Ajzen, 1991).
Although subjective norms reflect external social pressure (personal
perceptions of what peers think an individual should do) personal
norms and moral attitudes constitute rules or values that inform
motivation because of anticipated self-administered rewards or
punishments (Arvola et al., 2008). It is suggested that environment-
based marketing efforts should be linked explicitly to beneficial
outcomes. Therefore, marketers must show how consumers who
choose to go green are helping in the struggle to preserve the
environment. The relative importance of altruism suggests that
firms must not only be explicit in linking their environmental
strategies with beneficial outcomes, but they must also show how
people other than the firms are better off as a result (Straughan and
Roberts, 1999). Consumers wishing to avoid negative outcomes are
keen to pursue more information sources when facing with social
risk. Expert opinion is seemingly a powerful way of reducing
consumer perceptions of risk (Aqueveque, 2006). Therefore, this
study proposes the following hypothesis:
H2: Social value positively affects consumer choice behavior
regarding green products.
2.1.3. Emotional value
Emotional value is the perceived utility derived from an alter-
native capacity to arouse feelings or affective states (Sheth et al.,
1991). Goods and services are associated frequently with
emotional responses. Unlike other measures, their constructs
include both utilitarian and hedonistic components (Sweeney and
Soutar, 2001). The importance of this combination can be seen in
a comment by MacKay (1999), who noted that the appeal of
a product or a service is an amalgam of rational and emotional
factors and that emotions play a part in every purchase decision. Bei
and Simpson (1995) found 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:
 P.-C. Lin, Y.-H. Huang / Journal of Cleaner Production 22 (2012) 11e18
H3: Emotional value positively affects consumer choice behavior
regarding green products.
2.1.4. Conditional value
Conditional value is the perceived utility derived from an alter-
native as the result of a specific situation or set of circumstances
facing the decision maker (Sheth et al., 1991). Belk (1974) defined
such a situation as one in which all factors relate to particular times
and places and do not rely on personal knowledge (intra-individual)
and stimulus (choice of alternative) attributes, which have demon-
strable and systematic effects on current behavior. Situational vari-
ables refer to the circumstances surrounding individuals as they
respond to stimuli pertinent to their needs and wants (Nicholls et al.,
1996). When personal situations, that is, consumer situational vari-
ables, change, consumer purchase behavior may be affected
(Laaksonen, 1993). Studies of soft drinks, snack foods, beer, and
breath fresheners have demonstrated that consumption affects
behavior, and that sales and purchases of products are frequently in
response to particular situations (Lai, 1991). Therefore, this study
proposes the following hypothesis:
H4: Conditional value positively affects consumer choice
behavior regarding green products.
2.1.5. Epistemic value
Epistemic value is the perceived utility derived from an alterna-
tive capacity to arouse curiosity, provide novelty, or satisfy a desire
for knowledge (Sheth et al., 1991). Consumer research recognizes
knowledge as a characteristic that influences all phases in the deci-
sion process. In addition to the needs associated with a purchase
situation, consumer knowledge of a product also plays an important
role in determining new product adoption (Laroche et al., 2001).
When consumers encounter a new product, in making the decision
to adopt it, they evaluate it by a combination of familiarity with the
known product category and incoming information regarding the
new product (Lai, 1991). The adoption process for a new product
requires that there be a matching elaboration between the buyer’s
perceived situational characteristics and product attributes. Novelty
seeking serves as a means of self-preservation and he individual may
find it useful to create a database of potentially useful knowledge
(Hirschman, 1980). Consumers may wisely decide to seek informa-
tion that is not "useful" now, but which may assume great impor-
tance in the future. A complementary explanation for novelty
seeking is that it serves to improve problem-solving skills. Therefore,
this study proposes the following hypothesis:
H5: Epistemic value positively affects consumer choice behavior
regarding green products.
2.2. Environmental concern
Environmental concern denotes the general orientation of indi-
viduals toward the environment and their level of concern toward
environmental issues (Choi and Kim, 2005). Attitude is a good
predictor of intentions to act in environmentally concerned ways
(Minton and Rose, 1997). It has generally been found that there is
a positive correlation between environmental concern and envi-
ronmentally friendly behavior (Straughan and Roberts, 1999). The
more favorable consumer attitudes toward the environment are, the
stronger their intentions to stop purchasing from polluting compa-
nies and to make personal sacrifices to slow down pollution, leading
to more environmentally friendly consumer behavior (Minton and
Rose, 1997). High levels of environmental activism were strongly
linked to values that people rated as being of great importance in
their lives (Gilg et al., 2005). Minton and Rose (1997) indicated what
makes people more inclined to behave in environmentally friendly
ways: an awareness of various environmental problems and the
13
consequences of their behavior in response, being concerned with
solutions, a conviction that individual efforts count in solutions, and
a willingness to reallocate their resources (time, money, and atten-
tion) to make personal behavior more environmentally friendly.
Therefore, consumers who are concerned more than is typical with
the environment are more willing to make efforts to change, and this
study proposes the following hypothesis:
H6: The level of environmental concern is positively correlated
to consumer choice behavior regarding green products.
3. Method
This section introduces a research framework and describes the
processes of data collection and the analysis method.
3.1. Research hypotheses and model
Based on the theoretical background and the literature review in
Section 2, Fig. 1 shows the research framework and hypotheses. A
pencil-and-paper questionnaire was placed at several train stations
and environmental protection activities, including the conference
of the ROC Enterprise Environmental Protection Award, the Yilan
Green Exposition, the Lectures of Citizen of the Earth, the Carnival
of Energy Conservation and Carbon Reduction for Rescuing the
Earth, and the Taiwan Environmental Protection Union between
January 2010 and April 2010. The subjects targeted in the study
included not only green consumers, but also those who may not be
aware of environmental problems.
3.2. Questionnaire
The after-scenario questionnaire, administered in Taiwan, is
composed of 38 questions (shown in Table 1), excluding personal
information from respondents and their experiences purchasing
green products. There are two versions of this questionnaire: one
adopts detergent to represent the low-priced product, and the other
adopts air conditioner to represent the high-priced product. Fig. 2
shows the two pictures of green products attached to the introduc-
tion of the questionnaires with two scenarios. The study uses four
questions for functional value-price, functional value-quality, and
social value, respectively, as proposed in Sweeney and Soutar (2001).
The functional value-price dimension measures price perception of
the products. The functional value-quality dimension measures
opinion on their quality. The social value dimension measures the
degree to which respondents are concerned with peer opinion and
behavior regarding green products. The emotional value dimension
contains three questions adopted from Arvola et al. (2008) to
measure perception of the products. The study provides four
measures in the conditional value construct to measure respondent
choice behavior in particular situations. The four measures are as
Functional value Social value Emotional value
H3
H1 H2
Consumer Choice Behavior
regarding Green Products
H4 H5
Conditional value Epstemic value
Fig. 1. Research framework and hypotheses.
14 P.-C. Lin, Y.-H. Huang / Journal of Cleaner Production 22 (2012) 11e18

Table 1
The questionnaire.

Latent construct Questionnaire item

Functional The green product has consistent quality.
value-quality The green product is well made.
The green product has an acceptable standard of quality.
The green product would perform consistently.
Functional The green product is reasonably priced.
value-price The green product offers value for money.
The green product is a good product for the price.
The green product would be economical.
Social value Buying the green product would
help me to feel acceptable.
Buying the green product would Fig. 2. Left: low-priced detergent. Right: high-priced air conditioner.
improve the way that I am perceived.
Buying the green product would make a good
impression on other people.
Buying the green product would give its owner follows: worsening environmental conditions, subsidies for green
social approval. products, discount rates or promotional activity for them, and their
Emotional value Buying the green product instead of conventional availability. The epistemic value dimension is addressed by four
products would feel like making a good personal questions designed to measure the degree to which consumers
contribution to something better.
acquire related information before purchasing and seek novelty. The
Buying the green product instead of conventional
products would feel like the morally right thing. measurement here is adopted from Dholakia (2001) and Hirschman
Buying the green product instead of conventional (1980). Five questions relate to the scaling of consumer choice
products would make me feel like a better person. behavior regarding the products, using the measure of green
Conditional value I would buy the green product instead
purchase behavior proposed by Choi and Kim (2005). The dimension
of conventional products under worsening
environmental conditions.
here gauges willingness to choose such products. The environmental
I would buy the green product instead behavior index developed by Tarrant and Cordell (1997) is used to
of conventional products when there is a subsidy measure the degree of concern for the environment. The respon-
for green products. dents here were asked to rate items adapted from previous
I would buy the green product instead
researches, with each response being measured by a five-point Likert
of conventional products when there are discount
rates for green products or promotional activity. scale (1, strongly disagree; 2, disagree; 3, neutral; 4, agree; 5, strongly
I would buy the green product instead of conventional agree).
products when green products are available.
Epistemic value Before buying the product, I would obtain
substantial information about the different 3.3. Sample characteristics
makes and models of products.
I would acquire a great deal of information
A form of inducement was offered to encourage completion of
about the different makes and models before
buying the product.
this questionnaire. To check for sample representativeness, the
I am willing to seek out novel information. presence of systematic differences was tested between the early
I like to search for the new and different. sample participants and the later sample participants by testing for
Choice behavior I make a special effort to buy paper and plastic differences in the means between the two groups. Of the sample of
products that are made from recycled materials.
484 questionnaires, 412 were valid, yielding a response rate of
I have switched products for ecological reasons.
When I have a choice between two equal products, 85.12%. In total, 61% of the respondents were female and the
I purchase the one less harmful to other people remaining 39% were male. Among the 412 subjects, all age levels
and the environment. were evenly represented. Regarding educational attainment,
I make a special effort to buy household chemicals
approximately 65% were college-educated, 84.3% had used, and
such as detergents and cleansing solutions
that are environmentally friendly
69.6% had purchased green products. Among the reasons offered
I have avoided buying a product because for never buying green were “not knowing whether what I’ve
it had potentially harmful environmental effects bought is a green product” (48%), “not knowing green products”
Environmental I make a special effort to buy paper and plastic (25%), “not knowing where one can buy green products” (22%), and
concern products that are made from recycled materials.
“no interest in buying green products” (5%). Of the 412 valid
I have switched products for ecological reasons.
When I have a choice between two equal products, samples, 210 regarding the high-priced air conditioner, while 202
I purchase the one less harmful to other people regarding the low-priced detergent. Both scenerios of the ques-
and the environment. tionnaire are presented equally (Table 2).
I have voted for a candidate in an election at least in part
because he or she was in favor of strong
environmental protection. 4. Data analysis and results
I have avoided buying a product because
it had potentially harmful environmental effects.
I have read newsletters, magazines or other
Before testing the hypotheses of this study, reliability tests were
publications written by environmental groups. conducted on each factor. Results (Table 3) show that Cronbach’s
I have signed a petition in support of protecting alpha varies from 0.78 to 0.88 for all constructs. Therefore, the
the environment. questionnaire has high reliability. The mean of each construct was
I have given money to an environmental group.
computed (Table 4). The range was between 3.40 and 4.27.
I have written a letter or called the member
of Congress or another government official Regarding the representativeness of the sample, systematic differ-
to support strong environmental protection. ences between the earlier sample of 206 respondents and that of
I have boycotted or avoided buying the products the remaining 206 were checked with a test of differences in means
of a company because you felt that company between the samples. In Table 5, Levene’s test for equality of vari-
was harming the environment.
ances in the two groups of means shows that homogeneity of
 P.-C. Lin, Y.-H. Huang / Journal of Cleaner Production 22 (2012) 11e18 15

Table 2 Table 4
Subjects’ profile. The mean of each constructs.

Sample Frequency Constructs Mean

size distribution Functional value 3.44
(%) Social value 3.40
Gender Male 159 39 Emotional value 3.96
Female 253 61 Conditional value 4.27
Age 60 Years and above 16 4 Epistemic value 3.75
50e59 54 13 Choice behavior 3.96
40e49 53 13
30e39 99 24
20e29 158 38
Below 20 years 32 8 regarding green products. That is, if consumers attach higher
Education Postgraduate 62 14 emotional value, conditional value, or epistemic value to green
Undergraduate 208 51
Senior secondary 50 12
products, the possibility that they will choose green products is
Senior high 77 19 higher, supporting H3, H4, and H5.
Junior high 15 4
Ever used green Yes 344 84
4.2. Different environmental concern on consumption values and
products No 68 16
Ever purchased Yes 260 70 choice behavior
green products No 152 30
The reason of never Not knowing whether 73 48 Respondents were separated further into two groups according
purchased green what I’ve bought to their scores of environmental concerns. Because there are 10
products is a green product
Not knowing about 38 25
questions in this construct with each response being measured by
green products a five-point Likert scale, respondents with total scores of less than
Not knowing where one 34 22 30 (mean score less than 3.0) in average were neutral or disagreed
can buy green products on each item, and were considered less concerned with the envi-
No interest in buying 7 5
ronment than those with total scores of more than 30. A one-way
green products
Product on the Air conditioner 210 51 analysis of variance (ANOVA) was performed with different levels
questionnaire Detergent 202 49 of environmental concerns as the independent variable and with
functional value, social value, emotional value, conditional value,
epistemic value, and choice behavior as dependent variables.
variance assumption is not violated. Because of the assumption of Respondents with high concern for the environments had mean
homogeneity, the main results show that none of the factor means scores of greater than 3.0 for this construct, with total scores above
were significantly different at the p ¼ 0.05 level. 29. Those scoring 29 or less had low concern for the environment.
Results (Table 7) show that there was a significant difference
4.1. The effect of consumption values on choice behavior between the two groups in functional value, social value, emotional
value, conditional value, epistemic value, and choice behavior.
A multiple linear regression analysis was performed with choice Table 7 shows a positive p-value of less than 0.05, suggesting that
behavior as the dependent variable and with functional value- the consumption values perceived by subjects and their choice
quality, functional value-price, social value, emotional value, behavior regarding green products differed between those with
conditional value, and epistemic value as independent variables. high and low environmental concerns. According to the averages
The coefficient of determination R2 of 0.48 (adjusted R2 is 0.47) for these dimensions, respondents with high environmental
indicated that the independent variables have explained 48% of the concerns were in stronger agreement with all of the consumption
variance of the dependent variable. The F value in the ANOVA test is values of green products, and choice behavior for green products is
75.12 and is significant at the level of 0.001, which indicates that the far more evident (mean ¼ 4.22) among them than among respon-
model is suitable for the collected data. The DurbineWatson dents with low environmental concerns (mean ¼ 3.82). Conse-
statistic is 2.129 and does not indicate autocorrelation. quently, H6 is supported.
That consumption values are independent of each other is one of
the propositions in the theory of consumption values. Variance
4.3. The effect of price on consumption values and choice behavior
inflation factors (VIF) for the five consumption values in the study
are all less than five (Table 6), which does not indicate a multi-
A one-way analysis of variance (ANOVA) was performed with
collinearity problem. Therefore, the fitted model is an adequate one
the price of green products as the independent variable and with
for the collected data. The results of the multiple linear regression
functional value, social value, emotional value, conditional value,
analysis (Table 6) show that emotional value, conditional value, and
epistemic value, and choice behavior as dependent variables.
epistemic value positively influence respondent choice behavior
Results (Table 8) show that there was a significant difference
between the high-priced and low-priced green products in
Table 3 emotional value, conditional value, epistemic value, and choice
Reliability tests. behavior. Table 8 shows a positive p-value less than 0.05, suggesting
Constructs Cronbach’s alpha
that emotional value, conditional value, epistemic value, and
consumer choice behavior regarding green products differed
Functional value 0.78
Social value 0.83 between high- and low-priced products. According to the averages
Emotional value 0.82 for these dimensions, respondents faced with high-priced products
Conditional value 0.87 were in stronger agreement with the three consumption values of
Epistemic value 0.81 green products, and the choice behavior for green products is far
Choice behavior 0.87
Environmental concern 0.88
more evident (mean ¼ 4.02) among them than among those
respondents faced with low-priced products (mean ¼ 3.90).
16 P.-C. Lin, Y.-H. Huang / Journal of Cleaner Production 22 (2012) 11e18

Table 5
Independent samples t-test.

Constructs Equality of Variances Equality of means

F p-Value t p-Value (two-tailed)

Functional value Equal variances assumed 2.25 0.14 0.774 0.440
Equal variances not assumed 0.774 0.440
Social value Equal variances assumed 0.02 0.88 1.673 0.095
Equal variances not assumed 1.673 0.095
Emotional value Equal variances assumed 0.01 0.93 0.830 0.407
Equal variances not assumed 0.830 0.407
Conditional value Equal variances assumed 1.30 0.26 1.795 0.073
Equal variances not assumed 1.795 0.073
Epistemic value Equal variances assumed 0.74 0.39 1.374 0.170
Equal variances not assumed 1.374 0.170
Choice behavior Equal variances assumed 2.16 0.14 0.268 0.789
Equal variances not assumed 0.268 0.789

5. Discussion and conclusion
The study applied the theory of consumption values to deter-
mine factors that influence consumer choice behavior regarding
green products. Multiple linear regression analysis was used for
testing and verification. Choice behavior was the dependent vari-
able and functional value-quality, functional value-price, social
value, emotional value, conditional value, and epistemic value were
independent variables. In addition, respondents were separated
into high and low environmental concern, using one-way ANOVA
to determine whether consumption values and choice behavior
were significantly different between the groups.
The reasons for never buying green products were “not knowing
whether what I’ve bought is a green product” (48%), “not knowing
green products” (25%), “not knowing where one can buy green
products” (22%), and “no interest in green products” (5%). That is,
approximately 73% of the respondents lack understanding of the scope
of green products and their characteristics. Although governments
and green groups advocate changing life habits to protect the envi-
ronment, there is not much promotion of going green except by
government institutions and certain sectors of the business. In addi-
tion, 22% of the respondents did not know where to purchase green
products. Those who desire to support green consumption must pay
a high non-monetary price to find stores, but they often lose interest
by the end of the search. Consequently, to achieve green consumption
for all, government and green groups must advocate it over a sustained
period. Fewer outlets mean low visibility for products and shopper
inconvenience. In the Netherlands, for example, the measures inten-
ded to reduce household energy consumption combine incentives to
manufacturers and retailers to increase the supply of energy-efficient
goods with regulations that impose minimum product performance
standards, with the provision of coordinated information to raise
household awareness and consumer rebates to stimulate energy-
efficient purchases (Geyer-Allely and Zacarias-Farah, 2003). There-
fore, governments must play an important role to encourage green
consumption or subsidize businesses to establish more points of sale.
Expanding the purchase channels of green products is importance to
increase their visibility.
Conditional value is a factor of influence on consumer choice
behavior, with an important connection to product characteristics,
exerting a positive impact on consumer choice. Two aspects
attached to the value are global warming and threats to the envi-
ronment. Consequently, governments and green groups must
continue to emphasize the significance of weather changes and
how they relate to environmental detriment. In addition, govern-
ments and the various sectors of business could provide discounts
or promotions for green products, creating greater opportunities
for boosting their conditional value. In that event, consumers more
alert to environmental warnings and possible environmental
consequences are more likely to see going green as they perform
their shopping tasks a positive corrective action.
The epistemic value of green products also has a significant
positive impact on consumer choice behavior, resulting in consumers
with a curiosity or desire for knowledge, or who like novelty, being
more likely to choose them. Hence, manufacturers aiming to increase
consumer knowledge and awareness can take into account not only
the characteristics of their products, but also the role of design
principles and the attractions of green versus non-green during
promotion. Applying design and style considerations to the promo-
tional mix can enhance appearances and stimulate consumer curi-
osity for trying something new. Thus, epistemic value concerns not
only the provision of knowledge of products but also styles of
presentation for them, all with potentially positive effects on choice
behavior.
Of similar positive influence on consumer choice behavior is
emotional value. People who regard going green as an act that helps
safeguard the environment experience positive feelings of doing
good for themselves and for society at large. Governments and
green groups could promote that green consumption is good and
generate more slogans for green consumption. Imperceptibly,
consumers would increase their intake of green products,

Table 7
Table 6 The result of one-way ANOVA in different level of environmental concern.
The result of multiple linear regression analysis.
Dependent variables High environmental Low environmental p-Value
Independent variables Standardized p-Value VIF concern concern
coefficients (N ¼ 143) (N ¼ 269)
Functional value 0.058 0.159 1.34 Functional value 3.53 3.40 0.024*
Social value 0.015 0.736 1.52 Social value 3.59 3.30 0.000***
Emotional value 0.247 0.000*** 1.81 Emotional value 4.14 3.86 0.000***
Conditional value 0.314 0.000*** 1.53 Conditional value 4.37 4.21 0.007**
Epistemic value 0.281 0.000*** 1.23 Epistemic value 3.91 3.66 0.000***
Choice behavior 4.22 3.82 0.000***
Dependent variable: choice behavior of green products.
***p < 0.001. *p < 0.05, **p < 0.01 and ***p < 0.001.
 P.-C. Lin, Y.-H. Huang / Journal of Cleaner Production 22 (2012) 11e18
Table 8
The result of one-way ANOVA in the price of green products.
Dependent variables High price Low price
(N ¼ 210) (N ¼ 202)
Functional value 3.45 3.43
Social value 3.45 3.35
Emotional value 4.03 3.88
Conditional value 4.33 4.21
Epistemic value 3.84 3.64
Choice behavior 4.02 3.90
*p < 0.05, **p < 0.01 and ***p < 0.001.
identifying themselves as environmental defenders, driven by the
high emotional value attached to the products.
The result of the multiple linear regression analysis shows that
quality and price do not appear to register significant impacts on
consumer choice behavior. Over the past few years, Laroche et al.
(2001) have conducted a number of research surveys regarding
green consumption, and they all demonstrated that people are
increasingly willing to pay more for green products. Such willing-
ness shows a desire for a trade-off, where the factor of being good
for the environment inherent in green products outweighs the
price factor. Therefore, the price and quality of green products are
not key factors influencing consumer choice behavior.
This study also finds that social value does not have a significant
impact on choice behavior. This may because some respondents did
not feel that going green increases social approval or makes a good
impression. There are many with strong ecological concerns who
believe that environmental preservation is the responsibility of
government and/or big business (Laroche et al., 2001). A study by
Kalafatis et al. (1999) of consumer behavior in Greece showed that
consumers based their actions more on personal belief rather than
social pressure, and concluded that, here at least, peer behavior and
social norms do not influence consumer choice behavior. Shamdasani
et al. (1993) also found that, for a sample of the Singaporean pop-
ulation, decisions are largely driven by personal factors (for example,
personality and attitude).
According to the results of one-way ANOVA, respondents with
high environmental concerns link green products with higher
functional value, social value, emotional value, conditional value,
and epistemic value, and are therefore more likely to choose green
than those with low concern for the environment. Obviously,
consumers with high environmental concerns have more confi-
dence in the price and quality of green products, and also entertain
more positive emotions regarding them. Compared to those with
low environmental concerns, consumers with high environmental
concerns are more likely to be concerned with peer opinions
regarding going green and related social approval. When presented
with certain conditions or situations, such as perceived worsening
environmental threats, or the availability of subsidies or discounts
for green products, consumers with high environmental concerns
are more willing to go green. Such consumers, furthermore, are
more aggressive in pursuing product information, and are more
likely to seek novelty. Thus, the more consumers are concerned
with the environment, the more they support green products. All
parties involved in green production and sale should continue
advocating concepts of environmental protection and its links to
consumer behavior to help consumers internalize the message and
make choices accordingly.
There is still room for improvement in green consumption, with
prospects for success relying on cooperative efforts between
governments and all related sectors of green business. This study
suggests that the government could use subsidies and supportive
policies to encourage businesses to establish more channels of sales
17
to increase the visibility of green products and facilitate conve-
nience of purchase. In addition, there is a need for public advocacy
p-Value of green consumption, arguing for it as a means of minimizing
damage to the environment. All parties should also continue to
0.693 stress the importance of environmental concepts, enhancing the
0.143 emotional value of green products and thus capitalizing on growing
0.018*
consumer environmental concerns. Explaining links between
0.027*
0.001*** weather changes and environmental deterioration increases the
0.023* conditional value of green products. Governments and businesses
could encourage discounted rates or promotions. Traders should
additionally note the role of design and image in satisfying the
consumer desire for knowledge. By supporting such moves, it is
hoped that the quality of green products will increase, and that the
gap between consumption values regarding green products and
consumer choice behavior will be eliminated.
Acknowledgments
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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