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Examining the effect Consumption

values and
of consumption values on green green FMCG
purchase
FMCG purchase behaviour:
a focus on the theory of
consumption values Received 25 July 2023
Revised 1 October 2023
18 December 2023
Telge Kavindya Apsarani Peiris, Dulakith Jasingha and 16 January 2024
Accepted 25 January 2024
Mananage Shanika Hansini Rathnasiri
Department of Marketing Management, Faculty of Management Studies,
Sabaragamuwa University of Sri Lanka, Belihuloya, Sri Lanka

Abstract
Purpose – This study investigates the influence of consumption values on green Fast-Moving Consumer
Goods (FMCG) purchase behaviour in the context of green household cleaning products in the Western
Province of Sri Lanka.
Design/methodology/approach – We used the survey strategy and 326 effective responses as the sample of
this study.
Findings – Our findings reveal that specific consumption values, specifically functional, conditional and
epistemic values, significantly impact green FMCG purchase behavior towards green household cleaning
products. However, social and emotional values did not substantially influence this behavior.
Practical implications – The results of our study suggest practical implications for green FMCG marketers
aiming to boost consumer adoption of green household cleaning products in Sri Lanka. To achieve this, marketers
should focus on enhancing consumer value perceptions and strategically emphasize the consumption values
consumers prioritize. Green FMCG marketers have a competitive advantage in the Sri Lankan market by doing so.
Originality/value – This research addresses a notable gap in the literature concerning green FMCG purchase
behavior related to green household cleaning products within international and local contexts. Furthermore,
this study distinguishes itself by adopting the Theory of Consumption Values as its foundational theory,
offering fresh insights compared to previous research employing alternate theories, such as the Theory of
Planned Behavior and the Theory of Reasoned Action, to examine similar phenomena.
Keywords Consumption values, Green FMCG purchase behaviour, Green household cleaning products,
Theory of consumption values
Paper type Research paper

Introduction
Environmental issues resulting from environmental degradation are a global concern (Byaro
et al., 2023; Taha et al., 2024). Problems such as excessive garbage disposal, escalating
landfills and pollution, particularly in urban areas, are prevalent (Widanapathirana et al.,
2023; Sharma et al., 2021). The Western province’s high population density contributes
significantly to these environmental challenges in Sri Lanka (Randiwela and Mihirani, 2015;
Jayarathne et al., 2023). However, heightened ecological awareness among Sri Lankan
consumers has increased interest in green products (Jayathilaka and De Silva, 2018).
Consequently, eco-friendly production has gained traction (Adhitiya and Astuti, 2019).
Environmental degradation in Sri Lanka is closely linked to household consumption
patterns, with the Fast-Moving Consumer Goods (FMCG) sector playing a pivotal role due to
its prevalence and ease of acquisition (Hamangoda et al., 2021). Despite efforts by FMCG Management & Sustainability: An
Arab Review
companies to mitigate environmental issues, FMCG production continues to pose challenges © Emerald Publishing Limited
2752-9819
(Hamangoda et al., 2021). Sri Lanka generates approximately 7,000 metric tons of solid waste DOI 10.1108/MSAR-07-2023-0040
MSAR daily, with nearly 60% originating from the Western Province, the most densely populated
region (Swarnika and Rathnasiri, 2022). Products within the FMCG sector, such as household
care items and food and beverages, contribute to environmental problems by increasing air
pollution and landfills (Luo et al., 2022). Consequently, the FMCG industry in Sri Lanka is
shifting toward green products, aligning with consumer awareness of consumption’s
environmental impact (Karunarathna et al., 2020). Green FMCG products are predominantly
available in supermarkets in Sri Lanka’s Western province (Karunarathna et al., 2020), and
consumers are increasingly adopting green purchasing behaviors in response to
environmental concerns (Jan et al., 2019; Abdo et al., 2023).
However, despite heightened awareness and concern among consumers, a gap often exists
between intentions to purchase green products and actual behavior (Luo et al., 2022). While
many consumers express environmental concerns when buying decisions, this sentiment does
not directly translate into their buying behavior (Kautish et al., 2021; Jayathilaka and De Silva,
2018). A global survey revealed that while 26% of respondents wanted to purchase green
products, only 10% did (Lee, 2021). In Sri Lanka, consumer awareness surveys have indicated
that a significant proportion of the population values environmental protection (Sri Lanka
National Cleaner Production Center, 2018). However, a considerable portion still needs to be
made aware of the ecological impact of the products they purchase (48%), with over half
expressing a willingness to switch to green products if organizations emphasize their green
credentials (Sri Lanka National Cleaner Production Center, 2018). Therefore, there is a pressing
need to study consumers’ green product purchase behavior (Luo et al., 2022).
Previous research has predominantly focused on sustainable development (El-Bassiouny
et al., 2022), sustainable marketing and green purchase intentions (Karunarathna et al., 2020;
Nekmahmud and Fekete-Farkas, 2020; Jayarathne et al., 2021; Abutaleb et al., 2023). However,
intentions sometimes align with actual purchase behavior. While some studies have
examined individual factors influencing green purchase intentions, such as values, attitudes,
norms and beliefs (Jan et al., 2019), situational factors like price and quality have also played a
role (Lee, 2021). Consumption values, which influence consumer choices, are critical (Adhitiya
and Astuti, 2019). Despite extensive research on consumption values, a need remains to
understand how they collectively impact green purchase behavior, particularly in FMCG
products (Shoukat et al., 2021). Moreover, much of the existing research is conducted in
Western countries (Amin and Tarun, 2020; Gunawardana, 2020), with limited attention to the
FMCG industry in Sri Lanka (Gunawardana, 2020; Randiwela and Mihirani, 2015). Therefore,
there is a need for further studies in diverse contexts and countries (Jan et al., 2019).
Among FMCG products, the global household cleaning products market stands out as one
of the fastest-growing segments. The market was valued at USD 33.8 billion in 2021, with an
expected annual growth rate of 4.9% from 2022 to 2028 (Household Cleaners Market Report,
2021). The household cleaning product market in Sri Lanka is projected to reach USD 33.3
million by 2020, with an estimated 1.5 million users by 2025 (Household Cleaners Market Size
and Share Report, 2021). Household cleaning products, which are daily essentials, represent a
crucial category within the FMCG sector. Although chemical products dominate the
household cleaning market, the natural product segment is steadily growing (Household
Cleaners Market Size and Share Report, 2021). Consumers increasingly turn to green
household cleaning products to reduce their environmental footprint (Rathnasiri and
Shridharran, 2019). The significance of ongoing performance and ecological enhancement in
product offerings was emphasized by Sharma et al. (2022).
Furthermore, the significance of buying environmentally friendly items and environmentally
concerned consumer behavior has been highlighted by Kautish et al. (2020) and Kautish and Dash
(2017). Despite this global significance, Sri Lanka still lags in adopting green cleaning
products, indicating the need for further research (Rathnasiri and Shridharran, 2019).
Future studies should explore consumer behavior related to various green products
(Lee, 2021), and sustainable consumption behavior (Abdelrazek and El Khafif, 2022). Hence, this Consumption
study aims to investigate the impact of consumption values on green FMCG purchase behaviour, values and
specifically focusing on green household cleaning products in the Western Province of Sri Lanka.
Accordingly, we formulated the research questions below focusing on specific consumption
green FMCG
values such as functional, social, conditional, epistemic and emotional values. purchase
RQ1. What is the impact of functional value on the green FMCG purchase behaviour
towards green household cleaning products?
RQ2. What is the impact of social value on the green FMCG purchase behaviour towards
green household cleaning products?
RQ3. What is the impact of conditional value on the green FMCG purchase behaviour
towards green household cleaning products?
RQ4. What is the impact of epistemic value on the green FMCG purchase behaviour
towards green household cleaning products?
RQ5. What is the impact of emotional value on the green FMCG purchase behaviour
towards green household cleaning products?
The rest of the paper is organized as follows: After the introduction, the following section
gives the theoretical framework regarding the study. Then, the literature review was
conducted, which is used as the foundation for the proposed conceptual model in the study,
and we developed six hypotheses about the relationships between the model’s constructs.
The methodology is presented in the following section. Then, we analyzed the data while
discussing the study’s findings with the previous literature. The study’s shortcomings, future
research directions, conclusions and ramifications are covered in the last part.

Theoretical framework
Numerous factors impact consumer behaviour, and it is crucial to grasp the underlying ideas to
understand why customers make the decisions they do (Dewasiri et al., 2021). The Theory of
Consumption Values is a highly prominent theory that offers a complete framework for
analyzing the preferences and behaviours of consumers (Sheth et al., 1991). Fundamentally,
consumption value results from a consumer’s comprehensive assessment of a product’s
usefulness, considering perceived costs and advantages (Luo et al., 2022). At first, consumption
value was frequently seen from a one-dimensional standpoint, particularly emphasizing
economic utility-factors like price and quality (Lee, 2021). Nevertheless, the complex interaction
between cognitive and affective variables that influence consumer choices was not taken into
consideration by this narrow viewpoint. After realizing that a more comprehensive strategy
was required, researchers started to look more closely at consumption values. They agreed that
values include emotional and economic factors, such as the emotional worth attached to a
product (Lee, 2021). This multifaceted viewpoint opened the door to a more thorough
comprehension of customer behaviour. After combining several research findings to examine
the nuances of consumer decision-making, the Theory of Consumption Values was created
(Luo et al., 2022). This idea has become a foundational paradigm for scholars attempting to
comprehend consumer decisions about sustainable and green products. This hypothesis was
first presented by Sheth et al. (1991) to explain why customers choose particular items over
others, what influences their decisions and why they choose some brands over others (Shoukat
et al., 2021). The theory of Consumption Values states that the following five main factors-
functional, social, conditional, emotional and epistemic values-substantially influence
consumers’ decisions (Alam et al., 2019). These ideals function as guiding concepts that
mould consumers’ opinions of goods and, in turn, affect their buying decisions.
MSAR Review of literature
The subject of consumer behaviour concerning environmentally sustainable Fast-Moving
Consumer Goods has garnered much interest. This literature section summarizes previous
studies conducted in this field, emphasizing important discoveries, pointing out areas
needing further investigation regarding pro-environmental behaviour and highlighting the
intention–behaviour gap.

Green purchase behaviour

Due to the prevailing environmental issues, both consumers and business organizations are
moving towards green products. The growing environmental concern has changed consumer
buying preferences (Hamangoda et al., 2021). Green FMCGs differ from other green products
as consumers frequently purchase them (Sethi and Jain, 2020; Hamangoda et al., 2021). Green
purchase behavior applies to buying sustainable or eco-friendly goods that are reclaimable
and good for the surroundings and neglecting commodities harmful to nature and the
country (Adhitiya and Astuti, 2019; Jan et al., 2019).
Past researchers identified that willingness to purchase green products leads to green
purchase behaviour (Shoukat et al., 2021). However, green purchase intention does not always
lead to green purchase behaviour (Lee, 2021). Hence, researchers have identified the need to
study green purchase behaviour. Past researchers have discussed determinants that cause
green purchase behaviour, like attitudes, values, social norms and beliefs (Tandon and Sethi,
2017; Jan et al., 2019; Niedermeier et al., 2021; Walia et al., 2019, 2020; Kautish and Sharma,
2020; Khare and Kautish, 2021, 2022; Kautish et al., 2022; Kautish and Khare, 2022).
Amin and Tarun (2020) stated that green purchase behaviour depends on consumption
values, as consumption values determine consumers’ choices. Values help determine any
individual’s conduct (Jan et al., 2019). Thus, few researchers have used the philosophy of
consumption values apart from TRA and TPB to learn about green purchasing behaviour.
For instance, Wang et al. (2018) have researched the guidance factors of young consumers’
green purchase behaviour depending on the theory and found that conditional and epistemic
values significantly impact green purchase behaviour. Similarly, Jan et al. (2019) studied
consumption values and green product purchase behaviour with mediating effects on the
part of the government and broadcast revelation and found that few values have a more
significant impact on green product buying behaviour. Therefore, the consumption values
significantly affect green purchase behaviour. Since most of these research studies are
conducted in Western countries, in the Sri Lankan context, the studies conducted to identify
green purchase behaviour under the theory of consumption values are minimal
(Gunawardana, 2020). Although researchers have analyzed green purchase behaviour
under a different context, limited research focuses on green FMCGs (Jan et al., 2019). Under
green FMCGs, many have studied the green purchase behaviour of natural foods, green
cosmetics, etc. (Mohd Suki et al., 2021). Hence, future studies should be conducted to analyze
green purchase behaviour in different product categories in distinct countries (Hamangoda
et al., 2021). The Theory of Consumption Values has also been examined in the green FMCG
sector. Alam et al. (2019), Adithya and Astuti (2019) and Lee (2021) have applied the theory to
the domains of organic food, eco-friendly autos and detergents, respectively. Similarly, the
researchers’ application of the approach reveals a dearth of research done in Sri Lanka.
Hence, our study intends to investigate green FMCG purchase behaviour in the Sri Lankan
context by reducing the gap in green FMCG purchase intention action.
According to Jan et al. (2019), the idea should be examined in various national situations.
Shoukat et al. (2021) proposed that the theory might apply to other environmentally friendly
items such as natural foods, detergents and soaps. The researchers intend to utilize the idea of
consumption values in this study to examine how consumers of green FMCG behave while
making purchases of green home cleaners. The following overall hypothesis was formed Consumption
based on the available data and conclusions. values and
H1. Consumption values have a positive impact on green FMCG purchase behaviour green FMCG
towards green household cleaning products. purchase
Values on both a social and personal level guide human behavior (Kautish and Sharma, 2019).
Furthermore, values leave a lasting effect on customers in various ways (Kautish and
Sharma, 2021). A thorough framework for comprehending how these values interact and
influence customers’ decisions to make green purchases is offered by the Theory of
Consumption Values. The literature continuously shows the beneficial influence of
consumption values on sustainable purchasing behaviour despite researchers
concentrating on different subsets of these values in their studies (Adhitiya and Astuti,
2019). Consequently, additional investigation into individual dimensions of consumption
values and their impact on consumer behaviour is essential (Jan et al., 2019). According to
consumption values, consumers’ decisions are significantly influenced by the following five
key dimensions: functional, social, conditional, emotional and epistemic (Alam et al., 2019).

Functional value
Functional value is considered one of the dimensions of consumption values. It is explained as
a substitute’s ability to operate in a practical, helpful or tangible manner and was believed to
be produced by important qualities (Sheth et al., 1991). This explains the perceived utility of a
good based on its practical, functional or physical performance (Wang et al., 2018).
Consumers perceive functional value based on the product’s price, quality, reliability and
durability (Shoukat et al., 2021).
Often, functional value is analyzed under two main factors: price and quality. Researchers
have identified that consumers perceive the cost and quality of eco products closely when
they purchase (Luo et al., 2022). Although the price is high for green FMCG products, end
users are ready to spend a lot on natural products, and an excellent standard product will lead
to green purchase behaviour (Nekmahmud and Fekete-Farkas, 2020). Hence, many
researchers have identified that functional value leads consumers to purchase green
products and positively affects green purchase behaviour. For instance, Adithya and Astuti
(2019) have suggested that functional value favours sustainable consumer behaviour
regarding biotic food. Danish et al. (2019) also found that the functional value significantly
impacts the consumer decision on eco-friendly electronics. Mohd Suki et al. (2021) also
established that functional value influences consumers’ acquisition of organic products.
Hence, the hypothesis below has been developed depending on the above evidence.
H2. Functional value positively impacts green FMCG purchase behaviour towards green
household cleaning products.

Social value
Social value is the second important construct and is explained as a perceived benefit from
identifying another with one or more certain public groups (Sheth et al., 1991). Amin and
Tarun (2020) explained social value as the perceived utility consumers gain about one or more
specific groups in a society. Social value measures the usefulness of a good or service in one
particular communal, demographic, socioeconomic or ethnic group (Sheth et al., 1991).
Consumers’ decision-making and product adoption are influenced by constructs like
collective pressure, collective norms, peer group direction and other group opinions (Amin and
Tarun, 2020). So, social value is essential in determining buying behaviour as consumers
influence social groups like family, relatives, friends and social situations (Shoukat et al., 2021).
MSAR If any of these social groups use green products, then the person will also tend to purchase them.
Consumers perceive social value by improving their self-image and gaining social acceptance
from society (Luo et al., 2022). Studies show that social value affects consumers’ decision-
making and influences sustainable buying behaviour (Shoukat et al., 2021). Adithya and Astuti
(2019) have argued that social value affects eco-friendly consumer behaviour toward green
products, such as organic food. Adhitiya and Astuti (2019) mentioned that social value
positively impacts green consumer behaviour. Based on the overall evidence, the following
hypothesis is developed.
H3. Social value positively impacts green FMCG purchase behaviour towards green
household cleaning products.

Conditional value
Conditional value is the apparent benefit of a specific scenario or circumstance (Sheth et al.,
1991). Hence, Lee (2021) defined such a situation as a condition that all variables have clear
and systemic effects on choosing behaviour and are related to specific times or locations.
Previous studies show that certain product sales are affected by different situations, and
consumer purchase behaviour is also affected by situational variables (Lee, 2021).
Luo et al. (2022) stated in their study that the conditional value for energy-saving products
in China is affected by different discounts, as the Chinese government offered discounts only
for energy-saving appliance purchases to promote environmental protection. So, consumers
tended to purchase green products more. Similarly, in Canada, 26% of green hybrid vehicle
purchases were affected by tax refunds (Lee, 2021). In this situation, government incentives
and policies can be taken as conditional value. Thus, the researchers identified that the
conditional value positively affects green purchase behaviour (Danish et al., 2019). Lin and
Huang (2012) have concluded that the conditional value favourably affects green choice
behaviour.
Further, Danish et al. (2019) have found that the conditional value notably influences the
choice behaviour of sustainable electronics. In contrast, Mohd Suki et al. (2021) found that the
conditional value possesses a firm direction on end users’ purchase of natural substances.
Hence, based on the above evidence, the below hypothesis is built.
H4. Conditional value positively impacts green FMCG purchase behaviour towards
green household cleaning products.

Epistemic value
The epistemic value is an acquired benefit through an ability to generate peculiarity, offer
new things or satiate a thirst for information (Sheth et al., 1991). This also refers to the
consumer’s willingness to learn about the products (Alam et al., 2019). Past researchers have
identified knowledge as one of the critical factors in the consumer choice-making process
(Lee, 2021). Consumer knowledge also leads consumers toward new product adoption. The
willingness of consumers to know more about new product features leads to novelty seeking
and consumer green purchasing (Adhitiya and Astuti, 2019). Wang et al. (2018) stated that
people evaluate knowledge when planning to purchase a new green product, and if they lack
wisdom, they may not buy it. So, for green products, a new understanding is needed to make
the purchase, unlike traditional products. Therefore, adopting a green product requires
gaining new knowledge and adopting new behaviour (Lee, 2021). Thus, the researchers have
identified that the epistemic value leads consumers toward green purchase intention and
behaviour (Adhitiya and Astuti, 2019; Lee, 2021).
The findings of Lin and Huang (2012) showed that the epistemic value possesses a
favourable significant outcome on consumers’ green purchase behavior. Wang et al. (2018)
also confirmed that this value positively affected green purchase behaviour. Mohd Suki et al. Consumption
(2021) also analyzed the same and obtained the same findings. Therefore, based on the above values and
evidence, the below hypothesis is built.
green FMCG
H5. Epistemic value positively impacts green FMCG purchase behaviour towards green purchase
household cleaning products.

Emotional value
Emotional value is the utility acquired through a commodity’s evoking emotions or other
states of mind (Sheth et al., 1991). This describes the feelings and conditions that a product or
a brand has. Consumers’ emotional responses will change based on the benefits of the product
and service (Adhitiya and Astuti, 2019). According to Lin and Huang (2012), commodities and
facilities are usually attached to emotional responses. Emotions can be positive or negative,
and the emotional reactions include comfort, fear, happiness, safety, guilt, etc (Lee, 2021).
Further, Lee (2021) stated that emotions affect purchase behaviour.
Concerning green products, purchasers are familiar with the effect of eco products on the
environment (Amin and Tarun, 2020). Therefore, emotional value affects consumer beliefs
and makes purchase decisions (Wang et al., 2018). Further, Shoukat et al. (2021) identified that
a consumer with an emotional value regarding a green product increased the green image
towards the development and affected the green purchase intention. Hence, researchers
argued that emotional value positively influences green buying intention and behaviour
(Adhitiya and Astuti, 2019; Lee, 2021; Luo et al., 2022). Lin and Huang (2012) found that
emotional value remarkably influenced the purchase behaviour of ecological products.
Similarly, Wang et al. (2018) and Adhitiya and Astuti (2019) concluded that emotional value
favoured ecological purchase behaviour. Luo et al. (2022) concluded that emotional value
influenced customer satisfaction and led to green purchasing. Thus, based on the findings,
the hypothesis below is developed.
H6. Emotional value positively impacts green FMCG purchase behaviour towards green
household cleaning products.

Methodology
In the study, the researchers developed hypotheses based on the theory of consumption
values. Hence, a quantitative methodology is employed in this study (Dewasiri et al., 2018).
The researchers used a survey method to obtain data from buyers buying green household
cleaning products in the Western province of Sri Lanka. Previous researchers have also used
surveys to get data in similar studies (Velnampy and Achchuthan, 2016). For this study, the
target population was the end users who buy green household cleaning products in the
Western province since it is the most highly populated province and most FMCG
supermarkets can be seen there (Karunarathna et al., 2020).

Rationale for study location

In most countries, there has been a significant growth in the population living in urban areas
(Kautish et al., 2019). The Western Province of Sri Lanka was chosen as the study location
because it is the nation’s most populated and economically developed area. This province,
which includes the metropolitan centre of Colombo and its environs, is a perfect example of
how severe environmental issues due to increased industrialization and population density
affect Sri Lanka’s urban areas (Karunarathna et al., 2020). Our research acquires importance
for Sri Lanka’s urban sustainability efforts by concentrating on the Western Province, and it
also provides insights into the dynamics of green FMCG purchasing behaviour in highly
MSAR crowded metropolitan contexts. Moreover, the concentration of green FMCG product
specialists and customers in this area makes data collection and analysis more feasible
(Randiwela and Mihirani, 2015). Customers in Western Province have a significant
purchasing capability due to the high cost of green FMCG products (Samarasinghe and
Ahsan, 2014). The results obtained from this field can be a valuable reference point for
comparable urban areas facing environmental issues and green consumerism worldwide.

Sampling procedure
Convenience sampling was used in the early phases of data collecting as a workable way to
interact with possible study participants because there was a limited supply of a pre-compiled
list of people who fit our particular requirements. Then, we switched to purposive sampling
by including drop-down questions in our questionnaire to ensure our research findings were
truthful and pertinent. By making this tactical change, we could locate and choose
participants who lived in Sri Lanka’s Western Province and, crucially, had previous
experience with eco-friendly household cleaning goods. We could more closely match our
sample to the intended population of interest by using these drop-down questions to
efficiently filter and include only those respondents who fulfilled these fundamental
requirements. Accordingly, the researchers employed a self-administered questionnaire as
the data collection instrument and selected 384 respondents as the sample based on Cochran’s
formula. After the data-cleaning process, 326 effective responses were taken for further
analysis.

Measures taken to reduce the non-response bias

Initially, we used the drop-down options in our survey as an excellent way to get more precise
data and lessen non-response bias to mitigate the preferences of the self-reported data.
Several additional steps were used during the data-gathering phase of this study to prevent
non-response discrimination. Potential respondents were contacted straightforwardly and
openly before the survey to explain the study’s goal and the importance of their participation.
The confidentiality and privacy of the responses provided by the respondents were
guaranteed. To account for the participants’ availability, several attempts were made to get in
touch at various times. The gift cards were also provided as incentives to increase the
motivation for participation. The survey instrument was thoughtfully created to be brief and
easy to use, lessening respondents’ workload. Non-responders received reminder messages,
and respondents were allowed to select their favourite data collection method through a
mixed-mode survey methodology. These initiatives aimed to enhance participation rates and
reduce non-response bias in the collected data.

Operationalisation of the variables

The consumption values were measured using existing scales. Accordingly, the functional, social,
conditional and epistemic values were tested using the scale developed by Lee (2021). Emotional
value was measured using the Awuni and Du scale (2015). At last, the green FMCG purchase
behaviour was studied using the scale of Wang et al. (2018). All the factors were measured by
applying a five-point Likert scale. The internal consistency and the sample adequacy were tested
using Cronbach’s Alpha, KMO and Bartlett’s test, respectively. Lastly, the study’s hypotheses
were tested using regression analysis using SPSS 24 statistical software.

Validity and reliability: psychometric properties of the scales

Any research study must have validity and reliability, and we have taken strict steps to
guarantee the accuracy and dependability of our data. We measured the Cronbach’s Alpha
values for each construct to evaluate the validity of the measurement scales employed in this Consumption
investigation. All of the Cronbach’s Alpha estimates, as shown in Table 1, are above the cut- values and
off point of 0.8, demonstrating our constructs’ high internal consistency and dependability.
We used Bartlett’s test of Sphericity (BTS) and the Kaiser–Meyer–Olkin (KMO) measure
green FMCG
of sampling adequacy to assess our measurement scales’ validity further. The KMO values purchase
for each construct, as indicated in Table 1, were higher than the acceptable cut-off point of 0.5,
indicating that the data were appropriate for factor analysis. Furthermore, the factorability of
our data was supported by Bartlett’s test of Sphericity, which had significance values less
than 0.05. Additionally, we evaluated convergent validity using composite reliability
measures and Average Variance Extracted (AVE). Strengthening the convergent validity of
our assessment scales is shown by AVE values of more than 0.5 and composite reliability
estimates more significant than 0.7 (see Table 1), which suggests that the constructs
successfully capture the shared variance. Further, we assured the discriminant validity as we
performed an AVE analysis and examined if the square root of each AVE value
corresponding to a latent construct is significantly greater than any correlation between
any two latent constructs.
It is significant to highlight that, in addition to validity and reliability, we selected the
scales based on their suitability for the research setting and their consistency with earlier
studies conducted in the same contexts (Lee, 2021; Awuni and Du, 2015; Wang et al., 2018). We
sought to improve our research’s validity and reliability by utilising well-established, valid,
reliable scales in comparable settings. This way, we could be sure that our measurement
instruments precisely capture the relevant constructs.

Self-reported data
Self-reported data may be biased in several ways, such as social desirability bias and
recollection bias, which could skew the results. Nonetheless, it is crucial to remember that self-
reported data is a typical and widely acknowledged technique for gathering details about
people’s beliefs, attitudes and behaviours, especially in fields of study that examine
subjective experiences. Self-reported data was the most appropriate and feasible method in
our research, which examines consumers’ green, Fast-Moving Consumer Goods (FMCG)
purchase behaviour and its related values. Purchase patterns and consumption values for
green FMCG are intrinsically subjective concepts. Because it would not be possible to obtain
insights into consumers’ attitudes and motives through other ways, self-report data collection
was crucial. There could be biases in self-reported data, so we took a few safety measures to
reduce them. These included guaranteeing participant anonymity, utilizing objective and
transparent language in the questionnaire and utilizing tried-and-true survey methods to

Bartlett’s test of
No. of Cronbach’s KMO sphericity significance Composite
Variable items alpha value value value AVE reliability

Green FMCG 6 0.868 0.833 0.000 0.608 0.783

purchase
behavior
Functional value 8 0.867 0.859 0.000 0.731 0.902
Social value 4 0.854 0.806 0.000 0.695 0.794
Conditional value 4 0.858 0.797 0.000 0.702 0.796
Epistemic value 4 0.891 0.828 0.000 0.754 0.842 Table 1.
Emotional value 4 0.816 0.733 0.000 0.647 0.748 Reliability and validity
Source(s): Authors’ own measures
MSAR reduce response biases. As previously noted, to improve the validity and reliability of our
results, we also thoroughly evaluated the psychometric qualities of our measurement scales.

Analysis and findings

Depending on the results, it was revealed that the sample respondents consisted of females
with a percentage of 65%, whereas males consisted of 35%. Out of the age categories, the
age category of 20–29 years showed the maximum share with a percentage of 51.5%. The
second largest age group was respondents from 30 to 39 years, with a percentage of 26.1%.
Similarly, the age categories between 40 and 49 and 50–59 years comprised 14.7 and 7.1%
of respondents, respectively. The age category of 60 years was the least number of
respondents, consisting of two respondents, as shown in Table 2. Although there was an
age category below 20 years, none of the respondents belonged to that group. Hence, all the
people were above the age of 20 years. The majority (37.1%) of the respondents had a
monthly income of 50,000 to 79,999. The least number of respondents (18.4%) were earning
below 20,000. Also, 77 and 68 respondents have a monthly payment of 20,000 to 49,999 and
80,000 or above, respectively. Those two categories consisted of 23.6 and 20.9% of the
respondents.
The researchers conducted a correlational analysis to check the relationship among the
variables. Apart from social value, all the variables showed a significant positive correlation
under a 95% confidence interval (Table 3).
According to Table 4, 0.513 was the adjusted R square value, and this explains that 51.3%
of the change in green FMCG purchase behaviour is discussed by functional, social,
conditional, epistemic and emotional values.

Category Frequency Percent

Male 114 35.0

Female 212 65.0
20–29 years 168 51.5
30–39 years 85 26.1
40–49 years 48 14.7
50–59 years 23 7.1
60 years or above 2 0.6
Below 20,000 60 18.4
20,000–49,999 77 23.6
50,000–79,999 121 37.1
Table 2. 80,000 or above 68 20.9
Sample composition Source(s): Authors’ own

Variable Pearson’s correlation coefficient p -value Comment Correlation

Functional value 0.269 0.000 Positive relationship Significant

Social value 0.056 0.155 Negative relationship Non-significant
Conditional value 0.618 0.000 Positive relationship Significant
Epistemic value 0.677 0.000 Positive relationship Significant
Table 3. Emotional value 0.189 0.000 Positive relationship Significant
Correlation analysis Source(s): Authors’ own
ANOVA test output probability value is 0.000. It is below 0.05 under a 95% confidence Consumption
interval. Therefore, it can be concluded that the regression-fitted model is statistically values and
significant (Table 5).
Then, a simple linear regression was conducted to investigate the impact of overall
green FMCG
consumption values on green FMCG purchase behaviour. Consumption values are purchase
statistically significant as they are below 0.05 at a 95% confidence interval level, and its
unstandardised beta coefficient value is positive, which means consumption values have a
significant positive impact on green FMCG purchase behaviour towards green household
cleaning products, as shown in Table 6.
According to Table 7, it can be seen that the functional value (B 5 0.111, p 5 0.001),
conditional value (B 5 0.226, p 5 0.000) and epistemic value (B 5 0.358, p 5 0.000) are
statistically significant as they are below 0.05 at 95% confidence interval level and their
unstandardised beta coefficient values are positive which implies; they have a positive impact
on green FMCG purchase behaviour towards green household cleaning products. Further,
the epistemic value holds the highest favourable impact on green FMCG purchase behaviour
as it has the highest beta value (0.358). However, the influence of social value on green FMCG

R R square Adjusted R square Std. error of the estimate

0.719 0.518 0.513 0.35841 Table 4.

Source(s): Authors’ own Model summary

Model Sum of squares Df Mean square F Sig

Regression 44.384 3 14.795 115.174 0.000

Residual 41.363 322 0.128
Total 85.747 325 Table 5.
Source(s): Authors’ own ANOVA table

Unstandardized coefficient
Variable B value Sig Table 6.
Coefficient table
Consumption values 0.571 0.000 (Simple linear
Source(s): Authors’ own regression)

Unstandardized coefficient
Variable B value Sig

Constant 1.333 0.000

Functional value 0.111 0.001
Social value 0.064 0.206
Conditional value 0.226 0.000 Table 7.
Epistemic value 0.358 0.000 Coefficient table
Emotional value 0.077 0.084 (Multiple linear
Source(s): Authors’ own regression)
MSAR purchase behaviour is not notable (p 5 0.206). Also, the effect of emotional value on green
FMCG purchase behaviour is not significant (p 5 0.084). Therefore, H1, H2, H4, H5 are
accepted and H3 and H6 are not supported.

Discussion
In greater detail, we examine our research findings in this part, placing them within the
framework of previous studies on consumption values, green FMCG purchase behaviour and
pro-environmental behaviour. Our study aimed to determine how overall consumption
values, including their functional, social, conditional, epistemic and emotional dimensions,
affected green FMCG consumers’ decisions to purchase eco-friendly household cleaning
goods. The findings indicated that consumption values positively impact consumers’
decisions to buy green FMCG.

Functional and green FMCG purchase behaviour

Our results show a favourable association between functional value and green FMCG
purchase behaviour, consistent with previous research. In particular, Amin and Tarun (2020)
highlighted the positive relationship between functional value and trust, which affected
consumers’ intentions to make green purchases. Danish et al. (2019) discovered empirical data
corroborating the functional value’s significant influence on green purchasing behaviour.
This consistency shows how well the functional value construct holds up across various
research investigations when describing green consumer behaviour.

The effect of conditional value on green FMCG purchase behaviour

In our study, conditional value favoured green FMCG purchase behaviour, supporting earlier
research findings. The substantial positive impact of conditional value on green purchasing
behaviour was highlighted by Wang et al. (2018). Furthermore, Danish et al. (2019)
demonstrated how conditional value influences customer decisions on eco-friendly devices in
a positive way. Mohd Suki et al. (2021) supported this idea by illustrating the beneficial impact
of conditional value on purchasing organic food items. These cumulative findings highlight
the importance of considering conditional value when analyzing green purchasing
behaviour.

Epistemic value as the pinnacle influencer

The consumption value that had the most significant influence on green FMCG purchase
behaviour among the variables examined was epistemic. This result is in line with earlier
studies. The beneficial impact of epistemic value on green purchasing behaviour was
confirmed by Lin and Huang (2012). In a similar vein, Wang et al. (2018) found that green
purchasing behaviour is positively impacted by epistemic value. Mohd Suki et al. (2021)
confirmed these results, highlighting the critical role that epistemic value plays in influencing
customer preferences for organic goods, which emphasizes how important it is to satisfy
customers’ curiosity (Rathnasiri and Hettiarachchi, 2020; Rathnasiri, 2021) and need for
novelty when encouraging green FMCG purchase behaviour.

The limited impact of social values

Contrary to popular belief, our study—in line with earlier research—found that social value
had no discernible influence on consumers’ decisions to purchase green FMCG. Lin and
Huang (2012) found that social value had no noticeable positive impact on customers’
decisions to buy environmentally friendly products. Similar findings were made by
Wang et al. (2018) regarding the adverse effects of social value on green purchasing decisions. Consumption
This idea is further supported by Lee’s (2021) findings, which show that social value has no values and
discernible impact on green purchasing, which implies that other consumption values may
have a more significant influence on consumer decisions in the particular setting of
green FMCG
green FMCGs. purchase

Resulting in contradictory emotional value

In contrast to previous studies, our research did not discover a substantial impact of
emotional value on green FMCG purchase behaviour. This outcome is consistent with
previous research that has revealed a non-significant influence on emotional worth,
contrasting the results of Awuni and Du (2015). According to Wang et al. (2018), buying
behaviour related to green purchases is not significantly influenced by emotional value.
Similarly, emotional value has no discernible impact on green consumer behaviour, according
to Adithya and Astuti’s (2019) report. These conflicting results show how complex emotional
value influences customer decisions and emphasize the need for more research into the
intricate factors influencing the purchase of green, fast-moving consumer goods.

Conclusions of the study

The study’s conclusions highlight the critical role of consumption values in influencing
consumers’ decisions to buy green FMCG products, emphasizing green cleaning supplies for
the home in Sri Lanka’s Western Province. Notably, functional, conditional and epistemic
values are critical determinants in influencing customers to make ecologically friendly
decisions.
Functional value, including cost and quality factors, is significant in customers’ decisions
to choose environmentally friendly household cleaning solutions. In this context, quality
control and product performance are important factors that influence consumers’ purchasing
decisions for green FMCG. Adopting green products is also affected by conditional value
embodied in discounts and promotional incentives. The favourable circumstances that make
eco-friendly decisions financially appealing drive consumer behaviour. The most powerful
motivator is epistemic value, which reflects consumers’ need for information on eco-friendly
household cleaning goods. Information-seeking behavior strongly influences purchase
decisions, emphasizing the need for informative marketing and communication tactics.
Social and emotional values, however, seem to have less of an effect in this particular
sector. Emotional and social acceptance may not significantly impact consumers’ purchasing
decisions for green FMCG products, such as domestic cleaning supplies. These results are
consistent with earlier studies, demonstrating the importance of consumption ideals in
influencing consumers’ decisions and buying behaviours. A solid understanding of these
principles helps marketers and policymakers create tactics that work and promote an eco-
conscious consumer culture as we traverse the ever-changing environment of sustainable
consumption. In summary, this study clarifies the relationship between green FMCG
purchase behaviour and consumption values, with implications for businesses and
policymakers looking to advance sustainability in the home cleaning product sector. As
we work together to create a greener future, it emphasizes the need for customized strategies
that align with consumers’ beliefs, goals and information-seeking inclinations.

Implications of the study

This analysis makes a substantial contribution to the growing body of knowledge on green
research, and it is especially pertinent given the current state of environmental issues and the
demand for more environmentally friendly consumer behaviour. The study’s conclusions
MSAR have significant ramifications for various stakeholders, such as policymakers, business
owners and FMCG marketers, who seek to strengthen and advance the influence of
consumption values on green FMCG buying behaviour.

Theoretical implications
Specifically, in the context of household cleaning supplies in Sri Lanka’s Western Province,
this study significantly advances the theoretical knowledge of consumption values and their
impact on consumer behaviour on green Fast-Moving Consumer Goods (FMCG) purchases.
We extend and enhance previous research by critically interacting with earlier works. This
study enhances the consumption values framework by offering empirical evidence on the
importance and hierarchy of functional, conditional, epistemic, social and emotional values in
influencing customers’ decisions on eco-friendly household cleaning products. This advances
the theoretical knowledge of consumption values concerning environmentally friendly
FMCG purchases.
By highlighting functional value as a critical determinant, encompassing cost and quality
factors, this study emphasizes the importance of product performance and affordability in
influencing consumers’ decisions to opt for environmentally friendly cleaning solutions.
Additionally, conditional value, represented by incentives and discounts, drives eco-
conscious consumer behavior.
However, contrary to expectations, this study reveals that social and emotional values
have lesser influence in the specific sector of household cleaning supplies within green FMCG
purchases. This theoretical insight clarifies the minimal impact of social acceptance and
emotional factors in consumer decisions related to this product category.

Managerial implications
This study emphasizes how crucial it is for FMCG marketers to include consumption values
in their product offerings and advertising campaigns. Marketers should consider improving
the standard and cost-effectiveness of eco-friendly household cleaning goods, considering the
beneficial impact of functional and epistemic values on green FMCG purchasing behaviour.
Furthermore, highlighting the environmental advantages of a product in addition to its other
features can be a successful tactic. It is recommended that marketers give consumers
thorough product information and expertise through contacts to help them make educated
decisions.
Legislators and entrepreneurs can also use these results to create programs and laws that
encourage the development and use of green FMCG products. Enhancing quality control
protocols and guaranteeing that product excellence corresponds with consumer demands
might support the green product industry. FMCG marketers can strengthen their
competitiveness in the market and support sustainable practices by incorporating
consumer values into their strategies. The study’s consequences go beyond the immediate
setting, providing insightful information on promoting sustainable practices and green
purchasing habits. These insights could find applicability in a variety of industries and
geographical areas.

Limitations and future directions

This study has limitations despite its contributions. First, the study’s focus was limited to Sri
Lanka’s Western Province, limiting the applicability of its conclusions outside of this area.
Future studies should cover diverse cultural situations and larger geographic areas to
improve external validity. The study also included self-reported data, which could have
introduced response bias. Hence, future studies can consider mixed-method techniques or
different data sources, such as observational or behavioural trials. Further, this study has not Consumption
evaluated the confounding variables that could impact green FMCG purchase behavior. values and
Additionally, while this study thoroughly analyzes a particular product category—green
household cleaning products—it may have overlooked subtle differences throughout other
green FMCG
FMCGs. Future research should extend its purview to investigate how other green FMCGs, purchase
such as organic food items, environmentally friendly cosmetics and sustainable clothing, are
influenced by varying consumption values. The cross-sectional design used in this study
restricts the ability to establish causal correlations. Studies with a longitudinal design may
show how these interactions are dynamic over time.
To further progress in this area, there are several intriguing avenues that future studies
should investigate. Start by delving into the nuances of mediating, moderating and
confounding variables that may help to understand the connection between green FMCG
purchase behaviour and consumption values. The underlying mechanisms may be made
clear by product knowledge, environmental consciousness and cultural influences. Evaluate
the sustainability of green purchasing practices over the long run as well. To determine the
genuine effect of consumption values on the green FMCG market, determine if customers
stick to their eco-conscious product selections over time or eventually switch back to
conventional options.
Additionally, assess the success of regulatory initiatives and marketing campaigns to
encourage consumers to purchase environmentally friendly FMCG. Research might evaluate
how government incentives, eco-labelling and green advertising affect consumer choices,
giving politicians and businesses valuable information. Finally, compare various areas and
nations to investigate cross-cultural differences in consumption values and green FMCG
purchase behaviour. A more thorough grasp of the state of sustainable consumption around
the world can be achieved by pointing out the parallels and differences between different
situations.

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About the authors
Telge Kavindya Apsarani Peiris is a Graduate of the Department of Marketing Management, Faculty of
Management Studies, Sabaragamuwa University of Sri Lanka. Telge Kavindya Apsarani Peiris is the
corresponding author and can be contacted at: kavindyapeiris@gmail.com
Dulakith Jasingha is a Senior Lecturer attached to the Department of Marketing Management,
Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.
Mananage Shanika Hansini Rathnasiri is a Lecturer attached to the Department of Marketing
Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.

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