Value Orientation, Green Attitude and Green Behavioral Intentions: An Empirical Investigation Among Young Consumers

Value orientation, green attitude and
green behavioral intentions: an empirical

investigation among young consumers
Pradeep Kautish and Rajesh Sharma
Pradeep Kautish is based Abstract

at the Department of Purpose – The purpose of this paper is to study the relationships between two distinct value orientations, that
Marketing Management, is, the terminal and instrumental. The effects of these value orientations on green attitude and green behavioral
School of Management intentions for green products among young consumers in an emerging market against the backdrop of a
Studies, Mody University of value–attitude–behavior cognitive hierarchical framework has also been focused on in this study.
Science and Technology, Design/methodology/approach – The study espouses a hypo-deductive research design and the
measures were conceptualized and advanced based on an inclusive review of the research studies
Lakshmangarh, India, and
conducted in the past. Anderson and Gerbing’s two-step research approach was used for partial least square
Department of Marketing
structural equation modeling to assess the measurement and structural models with SmartPLS (v 3.2.6).
and International Business,
Findings – The findings suggest that the functional value is constantly essential, but not enough by itself,
College of Business for envisaging green purchase behavior. The results show that both the terminal and instrumental values
Management, have a significant impact on green attitude and in turn, green attitude has a significant impact on green
Lakshmangarh, India. behavioral intentions. The instrumental value displays greater impact on both green attitude and
Rajesh Sharma is based at green behavioral intentions compared to the terminal value. Additionally, the research also discloses that
the Department of green attitude acts as a mediator in the relationship between terminal/instrumental value and green
Marketing Management, behavioral intentions.
School of Management Research limitations/implications – This paper describes two broad, yet distinctive, value orientations
Studies, Sikar, India. (i.e. terminal versus instrumental) using cross-sectional data from the state capital of the country. Future
research may scrutinize the findings’ (cross-cultural) generalizability using diverse data sets to assess
value orientations and customers’ green behavioral intentions among young consumers.
Practical implications – The research findings will enormously help green marketers and practitioners
to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral
intentions for green products among the young consumers, thereby helping to develop marketing
strategies.
Social implications – The current research provides evidence that in emerging markets such as India,
young consumers exhibit value orientation toward environmental deterioration, holding a sense of
responsibility in their consumption pattern. This may pave the way forward for sustainable businesses.
Received 24 November 2018
Revised 17 March 2019
Originality/value – This study is objectively a pioneering one that attempts to explore the relationships
13 May 2019 between the value orientations in terms of instrumental and terminal values and their effects on green
10 July 2019 attitude and green behavioral intentions toward green products using Rokeach’s (1973) two-dimensional
27 July 2019 measure of values among young consumers, which is quite novel to the existing body of knowledge.
1 August 2019
3 August 2019
Moreover, this paper has surveyed these relationships in a different research context, which can expand
5 August 2019 the knowledge about green consumer behavior in emerging markets.
Accepted 5 August 2019 Keywords Young consumers, Intentions, Values, Green marketing, Instrumental, Terminal,
The authors would like to Instrumental
express their heartfelt gratitude Paper type Research paper
toward the two guest editors
and two anonymous reviewers
in helping them to substantially
improve the manuscript. In 1. Introduction
addition, the authors would like
to thank Mr. Muthu Krishnan in In the past few decades, rapid technological advancements, materialistic consumption
proofreading and editing the
early drafts of the manuscript. patterns, natural resource depletion and population explosion have led to planet-wide
PAGE 338 j YOUNG CONSUMERS j VOL. 20 NO. 4 2019, pp. 338-358, © Emerald Publishing Limited, ISSN 1747-3616 DOI 10.1108/YC-11-2018-0881
massive environmental deterioration, which has resulted primarily from human activities
(Capstick et al., 2015; Ehrlich and Ehrlich, 2012). Growing awareness about environmental
difficulties and its implications have brought about changes in the consumption patterns
among the young consumers in emerging markets (Adnan et al., 2017; Jaiswal and Singh,
2017; Kautish and Sharma, 2019). Environmental changes affect individuals irrespective of
their age; young people are believed to bear the substantial burden as they will live longer
compared to the older ones and will, therefore, face challenges throughout their lifetime
(Naderi and Steenburg, 2018). The younger generation promotes a positive change by
sharing environmental information (Allen and Spialek, 2018; Prakash et al., 2018),
responsible consumption (Agrawal and Gupta, 2018) and embracing contemporary value
orientation for climate improvement and adaptations (Quoquab et al., 2019; United Nations,
2018). In addition, young people in today’s times are more willing to buy green products
(Uddin and Khan, 2018; Yadav and Pathak, 2016a, 2016b).
In India, young people constitute a major consumer group (Central Statistics Office, 2017).
However, these individuals are disappointed with the consumer-led societies that prevail
around; hence, they constantly seek alternative lifestyles beyond materialistic pursuits
(Kautish and Soni, 2012; Prakash and Pathak, 2017). Nelms et al. (2017) investigated the
differences among young people (aged 12-17) who identify themselves as adolescent
environmentalists. These young people have different environmental values, account for
greater self-confidence and display stronger citizenship behavior. Younger people tend to
hold a more environmentally positive attitude than older people (Boeve-de Pauw and
Petegem, 2010; Kanchanapibul et al., 2014; Wang, 2014). Allen and Spialek (2018)
developed sustainability materiality index for millennials to understand their product
purchase decisions considering environmental footprints, pro-environmental orientation and
green word-of-mouth information. Hitherto, all research provide evident that environmental
values are imperious for green purchase behavior (Aoyagi-Usui, 2001; Kautish and Dash,
2017; Kautish and Sharma, 2018), which is emphasized considering rising consumers’
environmental awareness in emerging markets (Nguyen et al., 2017; Pham et al., 2018;
Yadav and Pathak, 2016a, 2016b). Consumers’ decisions are based on a diverse set of
value orientations incorporating social and environmental values (Kahle and Xie, 2008).
There involve diverse opinions on value attributions and value transmission among
generations, thereby generating varied marketing outcomes. Therefore, this study attempts
to fill this existing research gap and attempts to understand young consumer value
orientation.
Value exploration has been an increasingly important research theme for both business and
academia (De Groot and Steg, 2010; Perrea et al., 2014) as the consumption variables
motivating green purchase behavior are found to have positive inferences on consumer
attitude (Hurst et al., 2013; Nguyen et al., 2016; Norazah, 2016). Marketing research studies
have discoursed on environmental values, which often get categorized under pro-
environmental behavior (Chua et al., 2016; Katz-Gerro et al., 2017; Larson et al., 2015).
Owing to this context-dependent, intricate and multifaceted nature of pro-environmental
behavior, there is a lack of agreement on its scope, as it encompasses varied value-based
behavioral patterns, that is, socially responsible consumption (Schlaile et al., 2018),
sustainable consumption (Quoquab et al., 2019), consumption reduction (Garcı́a-de-Frutos
et al., 2018) and sustainable lifestyles (Chapman and Shigetomi, 2018), to name a few.
Green purchase behavior revolves around environmentally concerned consumers who
consider the public consequences of their private consumption and attempt to use their
buying decision to bring about environmental changes (Kautish et al., 2019; Lai and Cheng,
2016). In other words, the marketing challenges embark with the notion of green
consumers’ attitudinal pre-disposition, which is tricky, as “green consumption is an
apparent oxymoron, which implies the conservation of the environment and environmental
resources, while consumption generally involves their destruction” (Peattie, 2010, p. 197).
VOL. 20 NO. 4 2019 j YOUNG CONSUMERS j PAGE 339

He et al. (2016, p. 346) defined the concept of green consumption behavior as “a
framework of consumer perception, objects, processes and results,” which includes
recycling, protecting waterways, bringing one’s own shopping bags and the purchase and
consumption of green products. Thus, green product purchase behavior revolves around
environmentally concerned consumers who consider the public consequences of their
private consumption pattern and attempt to use their buying decisions to bring about
changes (Lai and Cheng, 2016).
Human values are directly linked to environmental concerns in the form of terminal or
instrumental characteristics (Allen, 2002; Katz-Gerro et al., 2017). However, few studies
have extended empirical evidence whose values exert an indirect effect on behavior via
mediating variables such as belief, attitudes, choice criteria and personal norms (Çabuk et
al., 2014; Ertz et al., 2016). The presence of indirect relationships of this sort is well evident
in the past studies as well (Cheah and Phau, 2011; McCarty and Shrum, 1994; Uddin and
Khan, 2016a, 2016b). Nevertheless, empirical studies on Indian consumer behavior and
value orientations toward green products have been scanty (Kautish and Sharma, 2019).
Moreover, studies that examine consumers’ value orientation in the Asian market are
relatively limited. Accordingly, this paper attempts to study the two-value orientations
(terminal and instrumental), green attitude and green behavioral intentions among young
consumers while buying green products.
Following the aforementioned introduction, the subsequent section provides the theoretical
background, reviews the literature on value orientation from the terminal and instrumental
perspectives, green attitude and green behavioral intentions, which is adopted as a basis
for the proposed theoretical model in the study; certain hypotheses have also been
proposed relating to relationships among the constructs of the model. The next section
presents the research methodology and the results of the empirical tests of the hypotheses
and discusses the results in accordance with the findings of previous studies. The last
section presents the conclusion, implications, future research directions and limitations of
the study.
2. Theoretical framework
Environment values and attitudes are the fundamental concepts in environmental
psychology (Hurst et al., 2013), which are regarded as vital factors that induce intention/
behavior (Lee, 2011). The value–attitude–behavior (VAB) framework endorses that an
individual’s view of the environment in which one lives can be organized into a cognitive
hierarchy consisting of values, value orientations (i.e. patterns of basic beliefs), attitudes/
norms, behavioral intentions and behaviors (Homer and Kahle, 1988; Milfont et al., 2010).
Value is the key concept in the VAB process and refers to a basic standard used by
customers when making a purchase decision. Ajzen and Fishbein (2005, p. 188) defined
attitude as “the degree to which a person has a favorable or unfavorable evaluation or
appraisal of the behavior in question.” The VAB framework has often been used to explicate
how one’s perception of value influences behavior through attitudinal construct (Cheung
and To, 2019; Milfont et al., 2010). In varied contexts, including green behavior, several
conceptual models have been developed to understand the relationships among consumer
beliefs, attitudes and behavioral intentions (Ajzen and Fishbein, 2005; Homer and Kahle,
1988). Milfont et al. (2010) empirically demonstrated the causal sequence of the extended
VAB framework in an ecological context. Lee (2011) examined the relationships among
contextual environments, biospheric value, attitude, intention and behavior. Their findings
indicated that the higher the degree of value orientation, the higher the degree of
environmental attitude; thus, the greater the degree of environmental attitude, the greater
the degree of pro-environmental behavioral intentions.
PAGE 340 j YOUNG CONSUMERS j VOL. 20 NO. 4 2019

3. Review of literature
3.1 Value conceptualization
The conception of “values” has been defined in several ways. Values provide “guides for
living the best way possible” for individuals, social groups and cultures. Rokeach (1973, p.
21) defined it as “an enduring belief concerning a desirable end-state of existence,” and in
another perspective, “values,” demarcated as “standards,” guide actions, attitudes toward
objects, evaluations, subjectivities, comparisons of self with others and attempts that
regulate behavior pattern. Kamakura and Novak (1992) reinforced that “values are basic to
a person’s cognitive structure and that they are, therefore, more enduring than attitudes.”
Scholars have explored basic human values, which are referred as held, core or
transcendental values (Maio, 2017), and describe the abstract principles that guide
people’s approaches toward life (Capstick et al., 2015). Modern-day young consumers are
aware of the potentially negative effects of consumption tendencies on the natural
environment, and therefore, consumer values have emerged as significant factors for green
buying behavior (Boeve-de Pauw and Petegem, 2013; Kanchanapibul et al., 2014). Several
studies have attempted to either develop or apply consumption value dimensions when
investigating environmental values drive green consumption decisions (Biswas, 2017;
Biswas and Roy, 2015; Khan and Mohsin, 2017).
3.2 Dichotomization of environmental values

Bogner and Wiseman (2006) proposed a theoretical framework having a two-dimensional
model of environmental values. Within this model, termed as 2-MEV, the word “value” arises
from the convention originally propounded by Rokeach (1973) that specifies a set of closely
related attitudes that are further revised and improved in the form of human values
orientation (Rokeach, 1979). In the 2-MEV framework, first-order factors are classified as
attitudes, and the second-order factors are categorized as values (Bogner and Wiseman,
2006; Kautish and Sharma, 2018). The first-order factors measured several environmental
attitudes such as “resource carefulness,” “support intent,” “enjoyment with nature,”
“changing the nature” and “human dominance,” but the emphasis on the research moved
to second-order factors for environmental values such as “protection” (P) or “preservation”
and “utilization” (U) (Bogner and Wiseman, 2006). Thompson and Barton (1994) presented
two types of environmental values by developing a scale measuring both terminal and
instrumental values in the form of eco-centrism (valuing nature for its own sake) and
anthropocentrism (valuing nature) because of material or physical benefits it can provide for
individuals, which are obtained from the pervasive consumption experiences. Past research
studies have proven that marketing studies have long focused on the instrumental and
terminal values and the consumption behavior (Richins, 1994; Vinson et al., 1977), which
characterized utilitarianism-oriented explanations vis-à-vis consequences to rational,
emotional and task-related factors.
3.3 Terminal/instrumental values and green attitude

Rokeach (1973) offered the first basic separation between terminal (e.g. beliefs about
preferred terminal end-state such as comfortable life) and instrumental values (e.g. beliefs
about the desired mode of action). The differences surface in the consumption associated
with the state of mind in terms of goal orientation (i.e. green products have health benefits or
recycling products boost consumer self-image) and responsive or maturity orientation (i.e.
green products help with environmental protection). Terminal value is reflected in the
desired final state of consumption, whereas instrumental value is needed to achieve those
desired final states by participating in specific tasks (Vinson et al., 1977). The instrumental
value illustrates an individual’s self-enhancement or pro-self-attributes; thus, people
exhibiting strong instrumental orientation will deliberately analyze the action on costs and

benefits, as in this study is on green consumption. When perceived benefits surpass the
perceived costs, the consumers choose to purchase green products and vice versa.
However, in many circumstances, actions motivated by instrumental values indicate as not
behaving in an eco-friendly way; this is because sometimes the personal costs related to
the pro-environmental actions overshadow the personal aids (Steg, 2016).
Studies have documented the notion that green consumption may get affected by terminal
or instrumental explanations (Allen, 2002; Kautish and Sharma, 2018; Klaus et al., 2014).
The conceptual underpinning of green behavior (Brown and Wahlers, 1998; Kautish et al.,
2019) and consumer attitudinal framework has its foundation in social psychological
research and consumer value expectancy model (Vinson et al., 1977). Past research has
focused on assessing the universal structure or content of basic values with contextual
differences and their influence on environmental attitudes and behavior (Klaus et al., 2014).
Allen (2002) and Allen et al. (2002) conducted research to understand the notions of a
functional approach to the terminal and instrumental values, which account for results in the
VAB system of the consumer behavioral domain. The study supported a functional
approach by suggesting that psychological functions are not limited to attitudes or values
but span an array of the VAB system. Given these, the researcher proposed the following
hypotheses:
H1a. Terminal value has a positive and significant influence on green attitude for green
products.
H1b. Instrumental value has a positive and significant influence on green attitude for
green products.
3.4 Values and green behavioral intentions

Values may be stated as an approach that guides individuals’ actions and behavior toward
specific objects and can serve as criteria for testing the people’s action with other
behavioral determinants, such as beliefs, attitudes and norms (Kautish, 2018; Steg, 2016).
The most pertinent key driver of behavioral intentions is an individual’s attitude toward the
behavior (Ajzen and Fishbein, 2005), which is equally applicable to green behavior/
intentions as well (Urien and Kilbourne, 2011). Hitherto, several attitude models have been
developed to investigate attitude and behavioral intentions for green products in diverse
contexts (Fielding and Head, 2012; Perrea et al., 2014; Thøgersen et al., 2016). A few
research studies have examined the relationship between values and green purchase
intentions with other behavioral variables (Chen and Chang, 2012; Chryssohoidis and
Krystallis, 2005), but the majority have explored value orientation in western contexts to
identify the consumers’ underlying motives, such as green intentions (Hansen et al., 2018).
These studies have not attempted to provide a value-oriented model for green purchase
behavior (Kautish and Sharma, 2018; Peattie, 2010). Yadav (2016) explored the importance
of altruistic value, for example, environmental concern, egoistic value and health concern
while determining the young consumers’ intentions to buy green products. The study
indicated that among young Indian consumers, both altruistic and egoistic values influence
the intention to buy green products. As values are observed as vital precursors of
environmental behavior (Steg, 2016), the research on these constructs is of vital importance
to rationalize the behavioral pattern. Hence, the author posits the subsequent hypotheses.
H2a. Terminal value has a positive and significant influence on green behavioral
intentions for green products.
H2b. Instrumental value has a positive and significant influence on green behavioral

3.5 Mediating role of green attitude
Using the VAB framework in the context of environmental psychology, Lee (2011) examined
the relationships among contextual environments, biospheric value, attitude, intention and
behavior. In examining the cross-cultural validity of the VAB framework, Milfont et al. (2010)
empirically demonstrated the causal sequence of the extended value–attitude–ecological
behavior model. Çabuk et al. (2014) suggest that consumers’ beliefs and attitudes toward
organic food purchase have influenced pre-purchase evaluation and pre-purchase
evaluation has, in turn, impacted the behavioral intention of existing and potential
consumers. In line with it, green brand knowledge was found to be the most significant
determinant of green purchase intention and had a significant impact on consumers’
attitude toward green brands (Norazah, 2016). There is enough evidence suggesting that a
significant causal relationship exists among value orientations, green attitude and green
behavioral intention for green products (Cheung and To, 2019; McCarty and Shrum, 1994;
Norazah and Norbayah, 2015). However, empirical studies on value integration with
environmental attitude for green products are available (Chua and Quoquab, 2015; Khan
and Mohsin, 2017; Parker et al., 2014; Paswan et al., 2017). Nguyen et al. (2017) extended
the notion that consumers’ altruistic values tend to positively influence personal norms,
environmental attitudes and subjective norms that alleviate perceived barriers. Jaiswal and
Kant (2018) advocate that the cognitive factors influence green behavioral intentions
directly and indirectly via the mediating role of green attitude. To fill the identified literature
gaps, the researcher proposes the subsequent hypotheses (Figure 1), which will suffice the
research purpose.
H3. Green attitude has a positive and significant influence on green behavioral intentions
for green products.
H4. Green attitude acts as a mediator between instrumental value and green behavior
H5. Green attitude acts as a mediator between terminal value and green behavior
4. Research methodology
To study the effects of the instrumental/terminal values on green attitude and green
behavioral intentions, a cross-sectional survey method was conducted to test the
hypothesized relationship described in the model. The sample profile, sampling technique,
sampling design, construct operationalization and used constructs and measures, data
Figure 1 Theoretical model

collection method, data refinement and analytical procedures, and common method bias
discussion are detailed in the succeeding sections.
4.1 Sample profile and sampling procedure

The previous research confirmed that 62 per cent of the consumers in metropolitan cities
have the willingness to search for eco-friendly products (Kautish and Soni, 2012). For
around 60 per cent of urban Indian consumers, green products have become a priority, and
95 per cent of them purchase green products to protect the environment (Khare, 2015).
Self-administered questionnaires were used to collect data from the four metropolitan cities
(Jaipur, Udaipur, New Delhi and Chandigarh) across the northwestern part of the country.
Questionnaires were distributed through the mall intercept method in which participation
was purely voluntary. Participants were randomly approached during the weekends while
they visited the malls for shopping. To understand the behavioral intents of the green
shoppers, this study used a convenience sampling method along with the mall intercept
method to collect the data. This was owing to the availability of a young target population,
especially students, which was in line with the previous studies conducted (Khare, 2015;
Nuttavuthisit and Thøgersen, 2017). Indian consumers of different demographic groups
vary, but young people tend to behave in a similar manner in shopping malls regardless of
their gender, that is, male or female (Pare and Pourazad, 2017).
The sample descriptive statistics are given in Table I reveals that 55.6 per cent of the
respondents were male, whereas 44.4 per cent were female. The respondents’ ages were
between 22 and 24 years (more than 50 per cent) and education level was primarily
graduation (almost 60 per cent), which is in line with the past studies (Norazah, 2016). In
this study, most respondents were graduate students (more than 60 per cent). Researchers
have posited that young people readily embrace innovative concepts such as green
products (Uddin and Khan, 2016a, 2016b). They are among the most active shoppers, and
therefore, using young consumers for sampling is common with regard to green product
studies (Boeve-de Pauw and Petegem, 2010) in terms of green consumption values
(Hansen et al., 2018). In most studies in the past, young people from emerging economies
Table I Demographic characteristics of respondents (N = 410)

Variable Frequency (%)
Gender
Male 228 55.6
Female 182 44.4
Age (in years)
16-18 55 13.4
19-21 134 32.7
22-24 221 53.9
Education
High school 26 6.34
Diploma 92 22.44
Graduate 244 59.51
Postgraduate 48 11.71
Occupation
Students 261 63.7
Service 80 19.5
Business 69 16.8
Family income level (monthly)
INR below 50,000/- 284 69.3
INR above 50,000/- 126 30.7

largely represented the sample framework (Heo and Muralidharan, 2019; Norazah, 2016;
Uddin and Khan, 2018).
4.2 Construct operationalization and measures

The questionnaire consisted of several multi-item construct measurements. Prior to
conducting the formal survey, three professors whose research dealt with marketing were
requested to scrutinize the questionnaire items to improve the reliability and validity of the
measurement scales with regard to the Indian market. Accordingly, improvements were
made by adding and deleting few questions detailed in the survey. In addition, a few
questions were reframed and simplified so that they are uncomplicated and are easy to
understanding by the participants. Unless stated otherwise, a seven-point Likert-type scale
(1 = strongly agree; 7 = strongly disagree) was used. The scale items encompassed the
instrumental and terminal values (Beatty et al., 1985; Munson and McQuarrie, 1988), green
attitude (Boeve-de Pauw and Petegem, 2010; Bogner and Wiseman, 2006; McCarty and
Shrum, 1994) and green behavioral intentions (Coleman et al., 2011; Khare, 2015). The
details about the scale items are given in Table II.
While approaching the participants, the objectives of the research were clearly
communicated, and their help was solicited. However, several people refused to respond
because they were either not interested in the research or they had never purchased green
products. Thus, it was difficult to develop a probability sampling method as people
spending relatively longer time in the malls were likely to have been interviewed for the
survey. While approximately 9.2 per cent of the respondents indicated that in the past one
month they purchased green products less than three times, mostly in the form of organic
vegetables, organically grown food items, etc., 46.8 per cent made green purchases almost
five times or more in the past three months. Moreover, 72.1 per cent of the participants
showed a willingness to participate in the study as they make a substantial number of green
Table II Measurement model evaluation results

Constructs/scale items Mean SD Loading
Terminal value (a = 0.792; CR = 0.788; AVE = 0.619; rho_A = 0.901)

I purchase green products so I could feel good for health and life (TVQ1) 4.27 1.23 0.752
Green product purchase is easy and soothing for me (TVQ2) 5.43 1.06 0.764
Consuming green product was pleasant and satisfactory (TVQ3) 4.97 1.15 0.698
Use of green products makes me happy for myself (TVQ4) 4.16 1.23 0.673
Although the cost of green product is higher still I like to have it (TVQ5) 5.45 1.28 0.742
Instrumental value (a = 0.758; CR = 0.746; AVE = 0.547; rho_A = 0.923)
Green products are convenient to use and consume (IVQ1) 5.24 1.02 0.787
Consuming green product is logical and reasonable for us (IVQ2) 4.75 1.14 0.883
It is not a waste of money to purchase green products (IVQ3) 2.87 1.36 0.795
Green products were convenient to digest and good for health (IVQ4) 5.75 1.08 0.735
Green product quality was very good for cooking (IVQ5) 4.93 1.15 0.728
Green attitude (a = 0.874; CR = 0.894; AVE = 0.715; rho_A = 0.904)
Environmental protection is important to me when making product purchases (GAQ1) 5.42 1.03 0.863
I believe that green products help to reduce pollution (water, air, etc.) (GAQ2) 5.67 1.08 0.826
I believe that green products help to save nature and its resources (GAQ3) 5.31 1.22 0.818
The overall feeling I get about green products put me in the environmentally safe mode (GAQ4) 5.28 1.14 0.794
Given a choice, I will prefer a green product over a conventional product (GAQ5) 5.26 1.10 0.786
Green behavioral intentions (a = 0.910; CR = 0.932; AVE = 0.783; rho_A = 0.912)
I would like to continue purchasing green products in the future as well (GBIQ1) 5.85 1.18 0.885
I would recommend the green products to my friends and/or others (GBIQ2) 5.86 1.14 0.763
I would like to increase purchase / use of green products for me (GBIQ3) 5.24 1.19 0.817
Notes: SD = standard deviation; a = Cronbach’s alpha; CR = composite reliability; AVE = average variance extracted; rho_A = reliability
coefficient

purchases in their regular lives; family members were the leading source that encouraged
them to buy green products.
4.3 Data collection method

A structured questionnaire was circulated among the participants in the months of June-
October 2018, wherein 446 participants contributed to the survey and filled the
questionnaire. With respect to the sample size, according to Chin and Newsted (1999), the
number of surveys in a consumer study should have 200 to 500 responses. Hair et al.
(2006) suggests that the sample size should have a minimum of 10 cases per item. Given
that there were 18 items in the study, a minimum of 180 cases were required. In total, 410
responses were deemed fit to be included in the data analysis without compromising on the
effect size as well as p-value (Hair et al., 2006). The responses for model structure were
found to be adequate as per the minimum sample recommended for structural equation
modeling (SEM) with four latent variables, 18 observed variables, and p-value of 0.5; the
anticipated effect size of 0.3 was 137 (Soper, 2018).
4.4 Data refinement and analytical procedures

Before analyzing, the data were thoroughly screened using the SPSS software. To do so,
the Mahalanobis distance criterion for SEM was ascertained (Mahalanobis’s D (19) > 43.76
on p < 0.001), and five multivariate outliers were eliminated from the analysis as they could
have unfavorably affected the overall results by threatening the reliability or validity of the
final scale (Hair et al., 2006). Normality evaluation of the manifest variables found the
distributions to have kurtosis and skewness quite close to |1| with some indices > |1| but
below |2|; nevertheless, high non-normality was commonly associated with kurtosis > 7 and
skewness > 2 (Hair et al., 2006). Similarly, the results of assumption evaluations specified
that few variables were found to be negatively and significantly skewed. Thus, to minimize
the skewness and normalize the entire data, these variables were transformed using a
square root transformation (Hair et al., 2006).
4.5 Common method variance

Some steps were undertaken as per the recommendations of Podsakoff et al. (2003). First,
at the designing phase of the survey instrument, the item priming effects, acquiescence
biases, that is, “nay-saying or yea-saying,” common rate effects, common scale anchors,
scale length, common scale formats and item characteristic effects were prevented. In the
second phase of data analysis, CMV was verified using Harman’s one-factor test, and in the
partial correlation procedures, the marker variable and the structural model techniques
were carried out. The exploratory factor analysis of all the measurement items extracted four
factors explaining 70 per cent of the total variance, and the first factor explained only 33 per
cent of the total variance (Fuller et al., 2016). Hence, CMV was unlikely to be a worry in the
current research (Podsakoff et al., 2003).
5. Results
SEM is used to estimate the interrelated dependent variable relationships between
constructs, which is not possible with other multivariate techniques (Hair et al., 2014a; Hair
et al., 2006). Analyzing the hypothesized model was subject to a partial least square (PLS)
path modeling, which is a prediction oriented and variance-based SEM (Chin, 1998; Hair
et al., 2014a); thus, SmartPLSv. 3.2.6 was used for the data analysis. PLS was used in this
research due to its robustness and less constraint for the distribution of data and sample
size (Hair et al., 2014b). Following the two-step analytical procedure suggested by

Anderson and Gerbing (1988), the measurement model and the structural model were
verified for suitability for research (Hair et al., 2014b; Mohammad et al., 2015).
5.1 Measurement model

In the subsequent steps, the reliability and validity were evaluated. The reliability was
confirmed based on factor loading and composite reliability (Chin, 2010; Chua et al., 2016).
The validity of the measurement model was ascertained based on convergent validity and
discriminant validity (Hair et al., 2014a; 2014b). The convergent validity was determined by
examining the average variance extracted (AVE) and the composite reliability (CR) (Fornell
and Larcker, 1981). Table II details the scale items in the constructs along with factor
loadings, Cronbach’s alpha, CR and AVE values for the same. In this study, factor loading
for all measures and CR for all constructs exceeded the recommended threshold values,
that is, factor loading was > 0.50 and CR was > 0.70 (Hair et al., 2014b; Quoquab et al.,
2017), which satisfies the reliability of the measurement model (Anderson and Gerbing,
1988). The scale items were having internal homogeneity and dimensionality. The internal
consistency was assessed by the reliability test. The Cronbach’s alpha (a – reliability
coefficient) values were as follows: terminal value of 0.792; instrumental value of 0.758;
green attitude of 0.874; and green behavioral intentions of 0.910; because all the
Cronbach’s alpha values were well above the threshold value of 0.70, it indicated the
internal consistency of the scale items (Nunnally and Bernstein, 1994). The convergent
validity was confirmed by AVE value of more than 0.50 and CR value was more than AVE
(Fornell and Larcker, 1981).
The discriminant validity was calculated with the Heterotrait–Monotrait (HTMT) ratio that
represents the ratio of within-construct correlations to the between-construct correlations
and has a higher precision in detecting validity issues in variance-based SEM (Henseler et
al., 2015). The assessment of discriminant validity using HTMT can be completed in two
ways: as a criterion and as a statistical test. As a criterion, HTMT values need to be less
than 0.85 for constructs that are conceptually different and 0.90 for constructs that are
conceptually similar (Henseler et al., 2015). The second criteria involved testing the null
hypothesis (H0: HTMT < 1) against the alternative hypothesis (H1: HTMT < 1), and to
achieve the discriminant validity, confidence interval supposes were not to include the value
of 1 (Henseler et al., 2015). As shown in Table III, none of the HTMT values exceeded the
cutoff point of HTMT 0.90 and HTMT 0.85, which suggest a pertinent relationship between
indicators and constructs (Henseler et al., 2015). The highest HTMT value in the whole
model was 0.765, which means that there is adequate discriminant validity throughout the
model. Hence, it is suitable to move forward and assess the structural model.
5.2 Structural model

To evaluate the significance of the path coefficients and the loadings, a bootstrapping
procedure with 5,000 iterations was applied to generate the path coefficients and their
corresponding t-values to determine the path significance (Chua et al., 2016; Hair et al.,
2014b). Additionally, following the guidelines of Henseler et al. (2015), the standardized
Table III HTMT discriminant validity criterion

Constructs Terminal value Instrumental value Green attitude Green behavioral intentions
Terminal value
Instrumental value 0.566 CI90 (0.548, 97.4%)
Green attitude 0.492 CI90 (0.383, 0.976) 0.663 CI90 (0.578, 0.850)
Green behavioral intentions 0.574 CI90 (0.476, 0.922) 0.765 CI90 (0.639, 0.828) 0.632 CI90 (0.514, 0.812)
Note:CI = confidence interval.

mean square residual (SRMR), as the only approximate model fit criterion, was calculated
for our model. SRMR value of 0.061 was much lesser than 0.08 indicating satisfactory PLS
path model fit. The structural model scrutinizes the relationships in terms of weights and
magnitudes between endogenous and exogenous latent variables in the model (Hair et al.,
2014b). Figure 2 offers a graphical description of the tested model. The core criteria to
evaluate the structural model are the values of path coefficient significance level ( b ), the
coefficient of determination (R2), effect size (f 2) (Hair et al., 2014a, 2014b) and the cross-
validated redundancy or predictive relevance (Q2). According to Falk and Miller (1992), the
R2 value should be greater than 0.10 to meet the minimum level of explanatory power. A
t-statistic was attained through a bootstrapping procedure with 5,000 resamples to evaluate
the significance of path coefficients and their corresponding t-values and to estimate the
standard error in the model. The R2 values are listed in Table IV and Figure 2. The values of
R2 are considered as weak, medium and substantial for the constructs in the structural
model that are 0.25, 0.50 and 0.75 (Hair et al., 2014a). The PLS-SEM model showing the
relationships among variables is illustrated in Figure 2.
First, this study observed the predictors of green attitude: terminal and instrumental values.
Both, the terminal ( b = 0.426, p < 0.01) and instrumental values ( b = 0.542, p < 0.01) were
positively related to green attitude and both explain 58.2 per cent of the variance in green
attitude. This provided support for H1a and H1b (Table IV). Second, the predictors of green
behavioral intentions in terms of terminal value, instrumental value and green attitude were
analyzed. The terminal value ( b = 0.385, p < 0.01), instrumental value ( b = 0.469, p < 0.01)
and green attitude ( b = 0.372, p < 0.01) were positively related to green behavioral
intentions. Three of them explained 66.4 per cent of the variance in green behavioral
intentions. Thus, H2a, H2b and H3 were supported (Table IV). The findings supported the
Figure 2 Estimated research model
Table IV Structural model estimates

Hypotheses Hypothesized path Standard b Standard error t-value BC 95% LCL BC 95% UCL Results R2 f2 Q2
H1a TV ! GA 0.426 0.04 3.90 0.45 0.63 Supported 0.582 0.210

H1b IV ! GA 0.542 0.03 3.36 0.23 0.39 Supported 0.426 0.285
H2a TV ! GBI 0.385 0.05 3.95 0.31 0.57 Supported 0.664 0.243
H2b IV ! GBI 0.469 0.04 3.12 0.28 0.44 Supported 0.308
H3 GA ! GBI 0.372 0.03 12.14 0.26 0.33 Supported 0.374 0.269
H4 IV ! GA ! GBI 0.416 0.05 3.87 0.32 0.50 Supported
H5 TV ! GA ! GBI 0.325 0.06 3.42 0.27 0.34 Supported
Note: p < 0.01.

idea forwarded by Kautish and Sharma (2018) that the instrumental value is more desired
by consumers compared to the terminal value while taking the decision to buy green
products; similar sentiments have been expressed by Yadav (2016). However, few studies
have contradicted the study findings and described that environmental concern has no
significant influence on green purchase behavior (Barbarossa and De Pelsmacker, 2016;
Barbarossa and Pastore, 2015).
The effect size (f 2) was assessed as per Hair et al. (2014a). The effect size describes the
significance of exogenous variables in explaining the variance in the endogenous construct
and can be calculated using Cohen’s (1988) equation: f 2 = R2 included R2 excluded/1
R2 included. Conferring to Cohen (1988), the effect size values of 0.35, 0.15 and 0.02
signify substantial, moderate and weak, respectively. In this study, as Table IV displays,
instrumental value has a strong effect (f 2 = 0.426) in explaining the variance in green
attitude compared to terminal value (f 2 = 0.210). Moreover, this study found that terminal
value (f 2 = 0.243), instrumental value (f 2 = 0.308) and green attitude (f 2 = 0.374) exert
strong effect on green behavioral intentions. On the recommendation of Hair et al. (2014b),
the predictive relevance of the model was assessed using the blindfolding procedure,
which omits every d-th data point in the endogenous constructs’ indicators and estimates
the parameters with the residual data points. In this study, as the Q2 values for green
attitude (Q2 = 0.285) and green behavioral intentions (Q2 = 0.269) are greater than 0, as per
Fornell and Cha (1994), the model has robust predictive relevance.
5.3 Mediating effect

The mediating effect hypothesizes that attitude affects intentions and intentions in due
course affect behaviors (Ajzen and Fishbein, 2005). To test H4 and H5, which stated that
green attitude will mediate the relationship between instrumental value and green
behavioral intentions (H4) and between terminal value and green behavioral intentions (H5),
the Preacher and Hayes (2008) process of bootstrapping procedure with 5,000 resamples
was used. The significance of total, direct and indirect effects are confirmed using a
bootstrap procedure with 5,000 resamples. Table V shows that total, direct and indirect
effects between instrumental value and green behavioral intentions and between terminal
value and green behavioral intentions are significant. The author used Preacher and Hayes’
(2008) method of bootstrapping the indirect effect. The bootstrapping analysis with 5,000
resamples showed that the indirect effects of b 1 = 0.348 (0.426 0.372) and b 2 = 0.256
(0.542 0.372) were statistically significant with t values of 3.87 and 3.42 and a 95 per cent
confidence interval does not include 0 in between CI: [LCL = 0.32; UCL = 0.50] and CI:
[LCL = 0.27; UCL = 0.34], respectively. Therefore, hypotheses H4 and H5 are supported,
as green attitude is a mediator for both the relationships.
6. Discussion and conclusion

The study attempts to understand the consumer value orientation in terms of instrumental
and terminal values in determining the young consumers’ behavioral intentions toward
green products in the Indian market. The empirical findings of a survey-based investigation
reveal that all the hypothesized relationships were positively supported and bring insights
on the relationships between Rokeach’s (1973) human values (terminal/instrumental) and
Table V Mediation results

Structural model paths Total effect Direct effect Indirect effect t-values CI: [LCL-UCL] VAF Mediation (%)
IV ! GA ! GBI 0.512 0.179 0.348 3.87 0.32-0.50 0.687 68.70

TV ! GA ! GBI 0.454 0.193 0.256 3.42 0.27-0.34 0.579 57.90
Notes: IV = instrumental value, TV = terminal value, VAF = variance accounted. For, p < 0.01

psychological characteristics – attitude and behavioral intentions – which have never been
tested for young consumers. Our structural model testing results divulge that value
orientation (terminal/instrumental) plays a decisive role in the formation of a green attitude
toward green products and that led to green consumption behavior.
Specifically, the research reveals that:
䊏 a significant relation exists between terminal value and green attitude and between
instrumental value and green attitude (H1a and H1b), which confirms the previous
studies findings that environmental values of consumers positively affect the attitude for
green products (Kautish and Sharma, 2018; Sharma and Jha, 2017; Yadav, 2016);
䊏 the terminal and instrumental values have a significant influence on green behavioral
intentions (H2a and H2b). This result is consistent with the scholars’ previous findings
(Allen et al., 2002; Kautish, 2018; Perrea et al., 2014; Steg, 2016; Thøgersen et al.,
2016; Yadav, 2016); and
䊏 the consumers positive attitude toward green products favorably affect green
behavioral intentions (H3), thereby confirming previous research’s results (Çabuk et al.,
2014; Chua and Quoquab, 2015; Lee, 2011; Milfont et al., 2010; Nguyen et al., 2017).
Finally, this paper investigated the role of green attitude as a mediator between terminal
value and green behavioral intentions, as well as between instrumental value and green
behavioral intentions. Mediation was analyzed following the approach recommended by
Preacher and Hayes (2008). Results indicate that green attitude acts as a mediator in the
structural model, confirming hypotheses H4 and H5 and previous study findings as well
(Çabuk et al., 2014; Cheung and To, 2019; Jaiswal and Kant, 2018; Kautish and Sharma,
2018; Norazah and Norbayah, 2015). Furthermore, green attitude mediates for 68.70 per
cent of the relationship between instrumental value and green behavioral intentions, and for
57.90 per cent between terminal value and green behavioral intentions. The meaningful
mediation effect played by green attitude is confirmed by the coefficients of determination
for green behavioral intentions. In fact, the structural model assuming the mediation role of
green attitude has a greater predictive power with respect to the model without mediation.
7. Implications of the study

The implications of the study were segmented into three distinct, but interrelated, aspects in
terms of implications for theory, practitioners and policymakers in line with the theme of the
research.
7.1 Implications for theory

Theoretically, this study is perhaps among the pioneer ones that contribute to the existing
body of knowledge by incorporating Rokeach’s (1973) human value dichotomy and has
validated the efficacy of Rokeach’s (1973) two-value orientations as antecedent of green
attitude and green behavioral intentions among young consumers in an emerging market,
considering the VAB framework. Predominantly, the past studies focused on three types of
environmental value orientations, that is, biospheric value, altruistic value, egoistic value
(Nguyen et al., 2017; Sony and Ferguson, 2017; Yadav, 2016); these were dealt with
personal values (Balderjahn and Hüttel, 2019) and cultural values (Nguyen et al., 2017) and
meager attention was given to Rokeach’s (1973) terminal and instrumental values as a
green marketing construct. Secondly, as this study argues that the instrumental value is
relatively more critical antecedent for creating positive attitude toward the environment than
terminal value and in response to the expressed needs for more research into actual and
desired behavioral facets of environmentally friendly behavior (Chua et al., 2016), the
current findings also lend theoretical support to the adoption of more consequence-led

consumer value drivers based on a combination of tangible and intangible benefits to the
consumers (Kautish and Sharma, 2018).
7.2 Implications for practitioners

In view of the young consumers’ positive value orientation and favorable attitude toward
green products, it is expected to develop a sound advertising and marketing strategy
(Kareklas et al., 2014; Kumar, 2017). Furthermore, as per Brennan and Binney (2010),
infusing a sense of socially responsibility actions, the public shaming technique can be
used. In line with it, the marketers may incorporate socially provoking messages embedded
in the form of a public shaming technique to intensify the sense of responsibility (Du et al.,
2017). Additionally, to increase the green outlet visits, some signs with the message, “Is the
person next to you choosing green products while purchasing?” may be displayed at the
entrance and/or billing desk. Another dimension is that manufacturers develop credible
green products (i.e. health-oriented) (Yadav, 2016) and marketers fashion promotions (e.g.
sensory oriented) that induce a positive attitude toward green products (Chekima et al.,
2017). Finally, the findings of the study suggest to cautiously segment the Indian green
market based on value orientation of consumers and formulate marketing strategies to
convince the potential consumers on fresh, organically grown, pesticide-free and healthy
product substitutes for a greener environment (Biswas, 2017; Biswas and Roy, 2015).
7.3 Implications for policymakers

Owing to a lot of skepticism about green consumption in the western world (Barbarossa and
de Pelsmacker, 2016; Barbarossa and Pastore, 2015; Golob et al., 2018), the social
acceptance of green products is in the nascent stage in emerging markets (Uddin and
Khan, 2016a; 2016b). In a country such as India, policymakers are facing a lot of
challenges to get acceptance for green consumption and to sensitize individuals for
environmental vulnerabilities, such as global warming and greenhouse gas emissions
(Muralidharan and Xue, 2016). The current policy interventions are restrained to positively or
negatively incentivizing people for environmentally friendly activities (Göçer and SevilOflaç,
2017). As a value-driven and environment-oriented reflection have not received much
attention it deserves (Lee et al., 2016) to effectively execute socially relevant promotional
campaigns to lead positive changes (Du et al., 2017).
In terms of implications for policymakers, the study suggests a road map for encouraging
environmentally responsible behavior among young people. The existing poor
environmental concern is attributed to the low quality of environmental education in the
Indian school system as it lacks “the logical concept, knowledge and skill that are needed
to deal with the environmental problems” (Kautish et al., 2019). The significant impact of
green attitude on behavioral intentions confirms that the policy efforts should directly target
the young population via integrating environmental education in the school and higher
education. In India, young people are the heavy users of social media (Central Statistics
Office, 2017). Thus, this new media outlet can also be used for environment-related
communications and to motivate people for green consumption (Adnan et al., 2017; Kautish
et al., 2019).
8. Directions for future research and limitations of the study

This study provides new and significant contributions regarding the role of Rokeach’s
(1973) value inventory but there are some conceptual and methodological limitations that
would lead the future research directions. A conceptual limitation of the research is that
although the two-dimensional human value orientation is quite comprehensive because it
encompasses 18 items but the hypothesized model is not exhaustive. Future research
might integrate the multifaceted structure of human values. In addition, the hypothesized

model is not based on specific green product categories or even organic brands. On the
one hand, the comprehensiveness and cross-category applicability of the value orientation
are beneficial for planning general marketing strategies. On the other hand, product/brand-
specific situations are not easy to capture. So future research could embrace attribute-
related facets of green products such as price, product features, quality specifications and
social attributes to provide greater insights regarding the green behavior of young
consumers (Chua and Quoquab, 2015; Lee, 2011). This study has used self-reported
behavior for measuring consumers’ green behavioral intentions as an alternative to actual
behavior. In the past, research studies have reported a positive relationship between
intention to act and actual behavior, but still, it continues to be a limitation. In future studies,
scholars may consider actual behavior instead of self-reported behavior (Kormos and
Gifford, 2014).
The data were collected from four major metropolitan cities using convenience sampling
method and the subjects constituted a young segment of the entire population (Khare,
2015). The results cannot warrant for generalization of the proposed model because the
research is limited to a particular geographical area of the country, that is, Rajasthan, in
India. Further, the study has focused on young consumers, which may bias the result as
they may have opted for socially desirable responses (Fischer et al., 2017). The study
concentrated on the Indian market to understand the value orientations so it constrains the
generalization of the findings considering the consumers’ socio-cultural values in
comparison to those from other countries (He et al., 2016; Chua and Quoquab, 2015).
Furthermore, the influence of consumer-linked factors such as lifestyle, eating habits and
health concerns for green products and packaging or eco-labeling aspects have also not
been considered in this study (Göçer and SevilOflaç, 2017). These constrains may be
overcome in the future with research incorporating these aspects as well.
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About the authors

Pradeep Kautish is an Associate Professor in Marketing Area at School of Management
Studies, Mody University, Lakshmangarh, Sikar, Rajasthan. He is MBA and PhD from
Department of Management Studies, Maharishi Dayanand Saraswati University, Rajasthan,
India. His academic satchel is brimming with laurels such as National Eligibility Test (NET)
qualification for Lectureship in Management conducted by University Grants Commission,
New Delhi and prestigious Accredited Management Teacher (AMT) certification in
Marketing by All India Management Association, New Delhi. He is a manuscript reviewer for
many publication houses, McGraw Hill, Prentice Hall of India and Macmillan to name a few.
Dr. Kautish has a number of publications to his credit in ABDC ranking research journals,
articles, technical papers, conference papers and edited book chapters. Pradeep Kautish
is the corresponding author and can be contacted at: pradeep.kautish@gmail.com
Rajesh Sharma is an Assistant Professor in Economics Area at School of Management
Studies, Mody University, Lakshmangarh, Sikar, Rajasthan. He is MA and MPhil from
Kurukshetra University, Kurukshetra and PhD from Department of Economics, Mody
University of Science and Technology, Lakshmangarh, Sikar, Rajasthan, India. His
academic satchel is brimming with laurels such as National Eligibility Test (NET)
qualification for Lectureship in Economics conducted by University Grants Commission,
New Delhi.
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Value Orientation, Green Attitude and Green Behavioral Intentions: An Empirical Investigation Among Young Consumers

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Value orientation, green attitude and

green behavioral intentions: an empirical

Pradeep Kautish is based Abstract

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3.2 Dichotomization of environmental values

3.3 Terminal/instrumental values and green attitude

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3.4 Values and green behavioral intentions

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Figure 1 Theoretical model

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4.1 Sample profile and sampling procedure

Table I Demographic characteristics of respondents (N = 410)

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4.2 Construct operationalization and measures

Table II Measurement model evaluation results

Terminal value (a = 0.792; CR = 0.788; AVE = 0.619; rho_A = 0.901)

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4.3 Data collection method

4.4 Data refinement and analytical procedures

4.5 Common method variance

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5.1 Measurement model

5.2 Structural model

Table III HTMT discriminant validity criterion

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Figure 2 Estimated research model

Table IV Structural model estimates

H1a TV ! GA 0.426 0.04 3.90 0.45 0.63 Supported 0.582 0.210

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5.3 Mediating effect

6. Discussion and conclusion

Table V Mediation results

IV ! GA ! GBI 0.512 0.179 0.348 3.87 0.32-0.50 0.687 68.70

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7. Implications of the study

7.1 Implications for theory

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7.2 Implications for practitioners

7.3 Implications for policymakers

8. Directions for future research and limitations of the study

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Urien, B. and Kilbourne, W. (2011), “Generativity and self-enhancement values in eco-friendly

About the authors

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