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Green buying behavior and the theory of consumption values: A fuzzy-set approach
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Orientador(es)
Resumo(s)
Using a consumer survey, this study examines whether consumption values can predict green buying behavior.
The examination is based on the theory of consumption values and uses the fuzzy-set qualitative comparative
analysis. The results show that the functional value is almost always necessary but is not sufficient by itself for
predicting green buying. However, three “causal recipes” formed with the functional value are sufficient. These
recipes use the emotional, conditional and social values combined individually with the functional value. Other
three combinations of consumption values are also sufficient for predicting green buying. In contrast, the absence
of the functional value is a sufficient condition for not green buying, as well as three other “causal recipes”. This
finding can help marketing managers develop appropriate strategies. Further, this finding supports and clarifies
the role of the theory of consumption values by taking advantage of the fuzzy-set qualitative comparative
analysis.
Descrição
Palavras-chave
Green Buying Behavior Consumption Values fsQCA Consumer Behavior Green Marketing
Contexto Educativo
Citação
Gonçalves, Helena Martins; Tiago Ferreira Lourenço and Graça Miranda Silva. (2016). “Green buying behavior and the theory of consumption values: A fuzzy-set approach”. Journal of Business Research, Volume 69, No. 4: pp. 1484-1491
Editora
Elsevier