Green Consumption: The Roles of Green Value, Perceived Utilities and Purchase Intention

This research conceptualizes three dimensions of consumer’s perceived green value and investigates its direct relationship with purchase intentions. The research also investigates the mediating roles of acquisition and transaction utilities in this green value-intention relationship. Findings confirm that the effect of green value on purchase intentions is significantly mediated by consumer’s perceived net gains from acquiring the green product (acquisition utility). In contrast, functional values are negatively associated with consumers’ perceptions of gaining a good price deal (transaction utility). Additional results indicate that in green consumption context, acquisition utility is a stronger driver of purchase intention compared to transaction utility.