Abstract:

This study investigates how personal values shape environmental beliefs and subsequently influence green consumer citizenship behavior and green purchasing decisions. Grounded in Value Belief Norm theory, the model posits that generativity, materialism, religiosity, family orientation, interdependence, and trust in government are antecedent values influencing environmental sustainability beliefs and perceived consumer effectiveness. Using multi-group structural equation modeling with samples from Bangladesh and Australia, the study tests direct, indirect, and moderated relationships. Generativity, family orientation, interdependence, and religiosity are expected to strengthen pro-environmental beliefs, while materialism is anticipated to weaken them. These beliefs are hypothesized to drive green consumer citizenship behavior, which in turn predicts green purchasing. By comparing two culturally and economically distinct contexts, the study clarifies how value to belief mechanisms differ across settings and identifies which belief structures most effectively translate into citizen advocacy and marketplace action, offering implications for theory development, social marketing, and sustainability policy.

Please choose your submission type: Developmental Paper

Primary Track: Marketing and Retail

Keywords: Sustainability;Consumer behaviour and psychology;Ethics and marketing

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Dr. Nuzhat Sharmin