The nexus of environmental values, beliefs, norms and green consumption intention

Abstract Green consumerism is often linked to environmental concerns, the preservation of natural resources, and biodiversity. Using the value-belief-norm model, this study examined the relationships among altruistic values, egoistic values, ecological worldviews, awareness of consequences, ascription of responsibility, and green consumption intention. This study conducted an online survey with a convenient sample of 553 consumers from Indonesia. Data were analysed using partial least squares structural equation modelling, and the results demonstrated the significant influence of egoistic values on ecological worldviews. Altruistic values were found to significantly impact ecological worldviews, ecological worldviews were significantly associated with awareness of consequences, and the effect of ecological worldviews on personal norms was statistically significant. Awareness of consequences was significantly correlated with both ascription of responsibility and personal norms. The ascription of responsibility had a strong impact on personal norms, and personal norms were significantly related to green consumption intention. Furthermore, ecological worldview, awareness of consequences, ascription of responsibility, and personal norms fully mediated green consumption intention. The green consumption model proposed in this study can effectively promote socioeconomic development by incorporating green principles that are commercially viable and sustainable. Overall, the findings provide organisations, government agencies, and aspiring entrepreneurs with accurate perceptions of awareness and knowledge as well as insights for developing their strategies and efficiently pursuing green consumption.