How Promotes Consumers’ Green Consumption of Eco-Friendly Packaged Food: Based on Value System

Abstract

Environmental problems are becoming increasingly serious, human being realize the importance of sustainable development. Past research has proposed that green consumption behavior is influenced by consumers’ personal values, consumption values, while few research has combined the two-value system. So, this research selects eco-friendly packaged food as the object, exploring the relationship between value system and consumer’s consumption behavior. In green consumption behavior research, consumers’ personal values are mainly manifested as altruism and egoism. And environment concern is a form of altruistic value, while health concern is egoistic value. So, this research establishes research mode and analyze data by SEM and SPSS. The results verified environment concern influences purchase intention positively. However, the relationship between health concern and purchase intention isn’t significant, which means altruistic and egoistic values are in conflict occasionally. Additionally, consumption values play a mediating role between the two kinds of concerns and purchase intention. Overall, the finding has substantial implications for green consumer behavior research and provides significant practical contribution for marketers.