Linking Consumption Values to Green Purchase Intention: Evidence from Emerging Economies

Abstract

Despite growing global interest in sustainable consumer behavior, limited research has explored how consumption values influence green purchase intention in the context of emerging markets. This study addresses this gap by examining the role of key consumption values—namely functional, social, and emotional values—in shaping consumers’ intention to purchase green products, with a particular focus on Egypt as an emerging economy. Conducted in the Egyptian context, this quantitative study surveyed 420 randomly selected respondents from Cairo using a structured questionnaire, with data analyzed through the PLS-SEM program. The findings reveal that environmental knowledge significantly influences consumption values (functional, social, and emotional), indicating its pivotal role in shaping consumer intentions toward buying green products. Green trust was also found to play an important mediating role that strengthens the relationship between perceived consumption values and green purchasing intention. The findings highlight that enhancing environmental knowledge, fostering green trust through accurate labeling and education, and introducing financial incentives can jointly narrow the gap between pro-environmental attitudes and actual green purchase behaviors, offering actionable insights for both businesses and policymakers.