Toward a Composite Measure of Green Consumption: An Exploratory Study Using a Korean Sample

Abstract

This study developed a composite measure of green consumption behaviors, incorporating multiple dimensions of green consumption behaviors. As a result of an extensive literature review, four value orientations were proposed: health-related egoistic value orientation, resourcerelated egoistic value orientation, altruistic value orientation, and biospheric value orientation. And a composite measure of green consumption which measured green consumption behavior manifesting the suggested value orientations were proposed and empirically tested using a Korean sample. After empirical testing and validating the proposed composite measure according to the measurement validation procedure proposed by Nunnally (New York: McGraw-Hill Book Company, 1978), the composite measure of green consumption behaviors was revised to three dimensions of green consumption behaviors: health-conscious green consumption behavior, resource-conscious green consumption behavior, and socially conscious green consumption behavior that combined originally suggested altruistic and biospheric value orientations. A multivariate regression analysis was employed to test the usability of the composite measure of green consumption behaviors and to identify the determinants of green consumption behaviors. As hypothesized, the results of regression analysis showed that perceived consumer effectiveness, reference persons, and perceived market situation are significant determinants of green consumption behaviors, and the effects of environmental concern and socioeconomics are limited. Based on these findings, public policy and marketing implications that promote green consumption are also proposed.

The influence of internal factors on consumer’s green consumption behavior

“…Past studies have found significant relationship between environmental concern and intention/behavior (Chan, 2001;Kim and Choi, 2005;Sinnappan and Rahman, 2011;Wahid et al, 2011). In general, marketing literature has suggested that environmental concern was associated with consumption behavior (Kim et al, 2012). Hence, we propose the following hypothesis:…”

“…These questions were set on a 5-point scale with 1 = "strongly disagree" to 5 = "strongly agree". The second section comprised of five items measuring GCB (Kim et al, 2012). These questions were coded on 5-point scale with 1 = "least likely" to 5 = "most likely".…”

“…This study focused on GCB in particular those purchasing behaviors that are concerned about resource or "resource-conscious" as is suggested by Kim et al (2012). Examples of resource-conscious GCB are purchase of food in small quantity, purchase products that are necessary and purchase used, recycled or refill products.…”

An analysis of the measurement of the construct “buying behaviour” in green marketing

“…Similarly, Kalafatis et al (1999) also suggest that extant literature provides very little information regarding the determinants of the intention to buy green products. Despite the research from numerous authors, for example Chan and Lau (2000), Cleveland et al (2005), Kim et al (2012), Laroche et al (2002), Lee (2009Lee ( , 2008 or Straughan and Roberts (1999), it is still very difficult to find a unique, consensual and reliable scale to measure GBB.…”

“…The model contemplates the linkages between values, attitudes and behaviours, as suggested by several authors (e.g. Straughan and Roberts 1999;Chan and Lau 2000;Laroche et al 2002;Cleveland et al 2005;Lee 2009Lee , 2008Kim et al 2012). …”