A Study of the Influence of Value Variables on Purchase & Environmentally Responsible Products

Over the last decade, environmentalism has matured into a significant social issue. We expect consumers who consider the environment to be important will, therefore, evaluate the environmental consequences associated with the purchase of a product. In this survey, a consumer model of environmentally responsible purchase behavior was adapted from Follows and Jobber,(2000). As we expected the model successfully predicted the purchase of environmentally responsible and non-responsible product alternatives. A hierarchy relationship from values to product specific to purchase intention, to purchase behavior was confirmed. Environmental consequences found to be just as important in predicting intention as the individual consequences. The data was gathered using a five point questionnaire, and then tested by path analysis.