Examination of consumers' perceived environmental responsibility as a mediator in explaining green consumption values and green repurchase behaviour in Pakistan

Purpose This study investigates how functional value-quality (FVQ), functional value-price, social value, conditional value, emotional value and epistemic value influence consumers' perceived environmental responsibility and repurchasing behaviour of green products in Pakistan. Design/methodology/approach A purposive sampling with a survey method was used to collect data from consumers who had experience purchasing green products in the past six months in a metropolitan city in Pakistan. Finally, a total of 440 valid questionnaires were returned and used to perform descriptive analysis using Statistical Package for the Social Sciences (SPSS), whereas confirmatory factor analysis and structural equation modelling were performed to test the hypotheses. Findings The findings showed that FVQ, social value, emotional value, conditional value and epistemic value positively influence perceived environmental responsibility and green product repurchase behaviour. Perceived environmental responsibility positively influenced green repurchase behaviour. In addition, perceived environmental responsibility mediates the relationship between FVQ, social, conditional, emotional and epistemic value, and green product repurchasing behaviour, respectively. Originality/value Previous studies did not frequently include all five value dimensions in predicting consumers' green repurchase behaviour, particularly in developing countries. This study investigates the full structural effects of multidimensional consumption values on consumers' repurchasing behaviours of green products in a developing country. The empirical findings provide a comprehensive understanding of repurchasing green products among developing consumers in green marketing.