Pro-environmental purchase behaviour: The role of consumers’ biospheric values

Research output: Contribution to journalArticlepeer-review


This paper presents a unique model which investigates the effects of consumers’ biospheric values on their purchase behaviour of energy efficient household appliances. Data were obtained in Vietnam from 682 shoppers in large electronic appliance stores. The findings reveals that biospheric values encourage active engagement in pro-environmental purchase behaviour by enhancing consumers’ attitudes towards environmental protection, their subjective norms and environmental self-identity, and by mitigating their perceived inconvenience associated with eco-friendly products. Additionally, these findings were moderated by consumers’ past purchase behaviour. The implications for retailers, marketers and other stakeholders are discussed and future research directions presented.
Original languageEnglish
Pages (from-to)98-108
Number of pages11
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 2016
Externally publishedYes


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