Introduction

Conceptual framework and hypotheses development

Methods

Findings

Discussion and conclusions

References

Abstract

Purpose – The purpose of this paper is to apply the multidimensional construct of green perceived value (GPV) to the buying behavior of green food products to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy green food products.
Design/methodology/approach – This study adopted four GPVs (i.e. functional value, conditional value, social value and emotional value) and explored the relationships among GPV, attitudes and purchase intention. A total of 300 self-administered questionnaires were distributed, from which 253 usable responses were obtained.
Findings – The relationships between six constructs and 20 indicators were measured using structural equation modeling. All the underlying dimensions had a significant effect on consumers’ attitudes, significantly affecting their purchase intention.
Originality/value – Implications for future research and marketing strategies in the field of purchasing behaviors of green food products are discussed.

Introduction

The increasing environmentally friendly behavior seen in the form of growing demand for green products has resulted in academic and practical interest in green perceived value (GPV) of products (e.g. Holbrook, 2006; Lin and Huang, 2012; Masini and Menichetti, 2012; Schuitema et al., 2013; Suki, 2016). Prior studies noted that the term “green” is broadly replaced by “ecofriendly” or “environmentally responsible,” but all of these terms describe activities that are good for the environment (e.g. Aschemann-Witzel and Aagaard, 2014; Manaktola and Jauhari, 2007; Roberts, 1996). Protecting the environment has been a critical topic in most parts of the world, and individuals have also been interested in environmental issues. These ecologically conscious consumers or green consumers are more likely to exhibit environmentally friendly behaviors than others (e.g. Menozzi et al., 2017; Pipatprapa et al., 2017; Worsley et al., 2015). From this point of view, Chen and Chang (2012) suggested that consumers pay more attention to rising environmental issues and their behavior can reflect their attitudes toward environmental protection. Honkanen et al. (2006) reported that consumer considerations about environment concerns and a desire for harmony with nature are a key reason for purchasing organic food products. In addition, Worsley et al. (2015) pointed out that because consumer choice can have a significant impact on the environmental characteristics of food supplied to the market, it is important to investigate the influences of consumers on food purchases. In the food sector, Laureti and Benedetti (2018) pointed out that green the green food market have become one of the crucial market segments, and McCarthy et al.