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A consumption value-gap analysis for sustainable consumption.

Aindrila Biswas1

  • 1Government General Degree College, Mejia, Bankura, 722143, India. baindrila18@gmail.com.

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Summary
This summary is machine-generated.

Gaps between consumer expectations and perceptions of green products hinder market growth. Addressing functional and environmental value gaps is crucial for boosting sustainable consumption and demand for eco-friendly goods.

Keywords:
Consumption value-gapsEnvironmental valueGreen productMarket demandPsychological valueSustainable consumption behavior

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Area of Science:

  • Consumer behavior research
  • Environmental psychology
  • Marketing science

Background:

  • Growing consumer environmental apprehension is noted across segments.
  • Market share growth for green products lags due to expectation-perception gaps.
  • Perceived value significantly influences demand, satisfaction, and behavioral intentions.

Purpose of the Study:

  • To investigate the impact of consumption value gaps on sustainable consumption behavior.
  • To assess the influence of these gaps on the market demand for green products.
  • To apply a consumption value-gap model based on the theory of consumption values.

Main Methods:

  • Utilized a consumption value-gap model derived from the theory of consumption values.
  • Collected data through a questionnaire survey.
  • Employed structural equation modeling (SEM) for data analysis.

Main Results:

  • Identified significant adverse impacts of value gaps on consumer behavior and market demand.
  • Functional value-gap demonstrated a strong negative effect on sustainable consumption and market demand.
  • Environmental value-gap also showed a substantial adversarial impact on sustainable consumption and market demand for green products.

Conclusions:

  • Closing the gap between expected and perceived values is essential for promoting sustainable consumption.
  • Addressing functional and environmental value discrepancies can enhance consumer inclination towards green products.
  • Reducing these value gaps is key to fostering market demand for environmentally friendly goods.