FROM GREEN VALUES TO BETTER LIVING: UNPACKING THE ROLE OF PRO-ENVIRONMENTAL BEHAVIOR AND GREEN PRODUCT ATTACHMENT
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.594Keywords:
Green consumption value, pro-environmental consumption behavior, life satisfaction, S-O-R model, green product attachment.Abstract
Climate change and environmental pollution currently represent some of the most critical challenges in society, particularly in developing countries. Empirical studies examining the relationship between general consumption and consumers' life satisfaction have not yet reached a consensus on whether this impact is positive or negative, especially in the context of green consumption. Therefore, this study extends the Stimulus-Organism-Response (S-O-R) theory to identify and measure the impact of green consumption values on consumers' quality of life through their pro-environmental behavior in Ho Chi Minh City, along with the moderating role of green product attachment. Data were obtained from 249 green consumers and PLS-SEM was employed for data analysis to evaluate the measurement model and the structural model. The findings reveal that pro-environmental consumption behavior plays a partial and positive mediating role between green consumption values and consumers' life satisfaction. Furthermore, a direct and positive relationship between green consumption values and life satisfaction is examined as well. Green product attachment serves as a significant moderator in the relationship between green consumption values and pro-environmental consumption behavior. Consequently, these results propose practical implications for businesses, managers, and policymakers to stimulate eco-friendly consumption, enhance the quality of life, and mitigate adverse environmental impacts.
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