Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention

Peggy M. L. Ng*, Cherry T. Y. Cheung, Kam Kong Lit, Calvin Wan, Ellesmere T. K. Choy

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Daily green products have gained growing awareness in recent years. Perceived values of consumers are crucial for companies to promote the formation of holistic value of green products to consumers. In addition, understanding different motivation types of consumers to adopt green purchase behavior is critical. To answer the research call to better conceptualize green purchase intention, this study aims to investigate how consumers' perceived values influence different motivation types, and in turn, affect their green purchase behavioral intention. An extended research model by integrating customer value theory (CVT) and self-determination theory (SDT) is developed to explain green purchase behavioral intention. Three hundred and five participants were recruited, and the findings were analyzed using partial least square structural equation modelling (PLS-SEM). Results suggested that the three perceived values (i.e., emotional value, functional value, and relational value) significantly predict perceived green product value, while perceived green product value predicts four types of regulations (i.e., external regulation, introjected regulation, identified regulation, and integrated regulation). Results also showed that autonomous motivation (i.e., identified regulation and integrated regulation) significantly predicts green purchase intention. These findings provide theoretical implications to SDT and customer value theory in the field of green business strategy management and practical implications to green businesses and governments.

Original languageEnglish
JournalBusiness Strategy and the Environment
Early online date16 Aug 2023
Publication statusE-pub ahead of print - 16 Aug 2023


  • customer value theory
  • green consumption
  • green purchase intention
  • motivation regulations
  • self-determination theory
  • sustainable development

ASJC Scopus subject areas

  • Business and International Management
  • Geography, Planning and Development
  • Strategy and Management
  • Management, Monitoring, Policy and Law


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