Why Consumers Buy Green Products? a Utility Theory Perspective

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 821-821.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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