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A consumption value-gap analysis for sustainable consumption

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Abstract

Recent studies on consumption behavior have depicted environmental apprehension resulting from across wide consumer segments. However, this has not been widely reflected upon the growth in the market shares for green or environment-friendly products mostly because gaps exist between consumers’ expectations and perceptions for those products. Previous studies have highlighted the impact of perceived value on potential demand, consumer satisfaction and behavioral intentions. The necessity to understand the effects of gaps in expected and perceived values on consumers’ behavioral intention and potential demand for green products cannot be undermined as it shapes the consumers’ inclination to repeated purchase and consumption and thus foster potential market demand. Pertaining to this reason, the study aims to adopt a consumption value-gap model based on the theory of consumption values to assess their impact on sustainable consumption behavior and market demand of green products. Consumption value refers to the level of fulfillment of consumer needs by assessment of net utility derived after effective comparison between the benefits (financial or emotional) and the gives (money, time, or energy). The larger the gaps the higher will be the adversarial impact on behavioral intentions. A structural equation modeling was applied to assess data collected through questionnaire survey. The results indicate that functional value-gap and environmental value-gap has the most adversarial impact on sustainable consumption behavior and market demand for green products.

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Acknowledgements

The authors are grateful to the anonymous referees of the journal for their extremely useful suggestions to improve the quality of the paper. Usual disclaimers apply.

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Authors and Affiliations

  1. Government General Degree College, Mejia, Bankura, 722143, India

    Aindrila Biswas

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  1. Aindrila Biswas
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Responsible editor: Philippe Garrigues

Appendix

Appendix

Expectation section

Psychological value

E1: Buying the green electronics instead of conventional products will feel like making a good personal contribution to something better.

E2: Buying the green electronics instead of conventional products will feel like doing the morally right thing.

Environmental value

E3: The green electronic products will have high energy-efficiency.

E4: The green electronic products will have high energy conservation rate.

E5: The green electronic products will be made from non-polluting materials.

E6: The design and operating characteristics of green electronic products will meet the established standards.

Functional value

E7: The green electronic products will have consistent quality.

E8: The green electronic products will be well made.

E9: The green electronic products will be economical.

E10: The green electronic products will offer value for money.

Perception section

Psychological value

P1: Buying the green electronics instead of conventional products has felt like making a good personal contribution to something better.

P2: Buying the green electronics instead of conventional products has felt like doing the morally right thing.

Environmental value

P3: The green electronic products have high energy-efficiency.

P4: The green electronic products have high energy conservation rate.

P5: The green electronic products are made from non-polluting materials.

P6: The design and operating characteristics of green electronic products have met the established standards.

Functional value

P7: The green electronic products have consistent quality.

P8: The green electronic products are well made.

P9: The green electronic products are economical.

P10: The green electronic products offer value for money.

Sustainable consumption behavior

S1: Sustainable consumption behavior should be extended in the society.

S2: While purchasing goods, I will consider whether it is environment-friendly.

S3: I am willing to pay more money to buy environment-friendly products.

Market demand

M1: I intend to use green electronic products in the future.

M2: I predict that I would buy green electronic products in near the future.

M3: I will strongly suggest my family, friends, and peers to use green electronic products.

M4: I would encourage friends, relatives, and others to use green electronic products.

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Biswas, A. A consumption value-gap analysis for sustainable consumption. Environ Sci Pollut Res 24, 7714–7725 (2017). https://doi.org/10.1007/s11356-016-8355-9

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