Why Consumers Buy Green Products? a Utility Theory Perspective

Ruizhi Yuan, Nottingham University Business School China
Martin J Liu, Nottingham University Business School China
Andrew Smith, Nottingham University Business School, UK
Jun Luo, Nottingham University Business School China
This research investigates the influence of perceived green value (PGV) on consumers’ purchase intention with the decision making criteria derived from utility theory. The pilot-test data confirmed the multi-dimensional construct of PGV, and the significant mediating effects of acquisition and transaction utilities on the relationship between PGV and purchase intention.
[ to cite ]:
Ruizhi Yuan, Martin J Liu, Andrew Smith, and Jun Luo (2014) ,"Why Consumers Buy Green Products? a Utility Theory Perspective", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 821-821.