Which Values Matter Most to Romanian Consumers? Exploring the Impact of Green Attitudes and Communication on Buying Behavior

Abstract

The increasing commitment to sustainable consumption has intensified the scholarly focus on the determinants of environmentally friendly consumer behavior. This investigation provides an insight into the intricate interplay between green consumer values, functional (FV), conditional (CV), social (SV), and emotional (EV), and their impact on buying behavior (BB). Using survey data, we scrutinized the mediating roles of attitudes toward purchasing green products (APGP) and receptivity to green communication (RGC). Using partial least squares structural equation modeling (PLS-SEM), the empirical analysis yielded a mix of supported and unsupported claims about the mediation effects on the relationship between consumer values and buying behavior. Direct effects of FV on BB were significant, but the indirect effect through APGP was not, suggesting that APGP does not mediate the relationship between FV and BB, and that consumers’ functional value perceptions influence their buying behavior independently of their attitudes toward green products. Both direct and indirect effects of EV and FV on BB through APGP and RGC were significant, suggesting partial mediation. The results suggest that APGP and RGC partially mediate the effects of EV and FV on BB but do not mediate the effects of CV and SV on BB. Comparing these findings with previous research, we observe some parallels and divergences. Our study confirms the significant direct effect of FV on buying behavior, consistent with previous studies that underscore the importance of tangible benefits in influencing consumer decisions. Furthermore, the significant direct and indirect effects of EV on BB and APGP in our results are consistent with previous research, suggesting that emotional factors play a decisive role in green purchasing behaviors. However, factors such as CV and SV were found to have no impact in our research compared to previous studies. These discrepancies suggest that while CV influences attitudes, it may not strongly influence purchasing behavior through the mediating constructs in our model. Furthermore, the results imply that social factors may influence attitudes but do not necessarily translate into actual purchasing behavior in our context. Our study also reveals that RGC plays a substantial role in influencing buying behavior, indicating a significant total effect greater than indicated in previous research. These insights illuminate the complex mechanisms by which consumer attitudes and communication receptivity shape eco-conscious purchasing choices. Theoretical contributions enrich the discourse on green consumer behavior, while practical implications guide marketers in crafting communication strategies that resonate with consumer values and attitudes, thus fostering sustainable consumption patterns.

Using the Theory of Perceived Value to Determine the Willingness to Consume Foods from a Healthy Brand: The Role of Health Consciousness

“…Likewise, it has been shown that perceived emotional value influences the purchase intention of healthy products; this finding is supported by researchers Sánchez et al [84] and Bonisoli and Micolta [85] who place special emphasis on specifying that emotional value is part of a set of evaluative aspects that have a positive influence on the consumer's purchase intention; furthermore, another recent study has shown that the interaction between emotional value and purchase intention of healthy products is explained by consumer perception; that is, when they feel an important attachment between themselves and the brand and/or product, they will not hesitate to choose it [86]. In this way, emotional value assumes a leading role where the connection between the consumer and the product is lasting, thus generating greater willingness to purchase when choosing a product, which generates an important advantage for the brand over the competition since the barrier of the purchase modality is not a limitation when the emotional value exists [87,88].…”

Understanding the Influences on Green Purchase Intention with Moderation by Sustainability Awareness

“…In this study, purchase attitude is used to represent the overall evaluation of the consumer's behavior to buy green products. The attitude of consumers toward green products can affect their decisions regarding green consumption [28], and consumption attitude can significantly positively affect consumption behavior [29]. Consumers with positive attitudes consider that green consumption can improve the existing environment, meet their spiritual needs, and stimulate their willingness to buy green products [30].…”