Recycled CO2 in Consumer Packaged Goods: Combining Values and Attitudes to Examine Europeans’ Consumption Intentions

The main objective of this study was to investigate European consumers’ intentions to purchase cosmetics and detergents with green ingredients made from recycled CO2. Aiming to better understand both moral and practical criteria of consumers’ intentions, a combination of the Values-Beliefs-Norms and the Theory of Planned Behaviour models served as the basis of this study’s theoretical framework. The combination was extended with risk perception about global warming, scepticism and media influence. Online interviews were conducted with stratified samples based on gender and age distributions in France, Germany, Greece and Spain. Structural equation modelling and moderation analyses were employed to analyse the data. The results indicated that consumption intentions are generated by consumers’ biospheric values and a sequence of risk perception, awareness of consequences, and ascription of responsibility while they are directly determined (in declining order) by perceived behavioural control, personal norms, attitudes and subjective norms. Subjective norms indicated additional indirect impacts on consumption intentions through personal norms and ascription of responsibility. Moderation also indicated that the relationship between perceived behavioural control and consumption intentions is stronger in consumers, who are less sceptical towards ecological claims on packaging, while the relationship between personal norms and consumption intentions is stronger in consumers, who are less influenced by advertisements. Theoretical, managerial and social implications were derived from the results.