From values to motives: dual psychological routes to green product patronage in a developing country

Despite the relevance of promoting the widespread consumption of green products to address global warming, research on patronage intention towards these goods remains limited. This construct refers to a deep and enduring attitudinal commitment to repeatedly purchase and use environmentally friendly products over time and across contexts. This investigation seeks to deepen the understanding of how such intention develops in the context of a developing country, where purchasing and using green products often requires consumers to incur personal “sacrifices”, such as limited availability, higher prices, or reduced convenience, conditions frequently overlooked in studies conducted in more developed countries. Chile offers a particularly relevant case, as it combines increasing environmental awareness with socioeconomic and infrastructural constraints that may hinder sustained green consumption. We propose that patronage intention may emerge through two distinct psychological routes. Consumers with a biospheric orientation may develop this intention through a moral route, shaped by the activation of personal norms. In contrast, those with an egoistic orientation may follow an individualistic route, where concern for pro-environmental self-image plays a mediating role. We also explore whether perceived social expectations moderate either of these routes. Data from 428 Chilean consumers were analysed using Structural Equation Modelling to evaluate the proposed relationships. The authenticity of the approach lies in its novel theoretical articulation and application to an underexplored behavioural outcome. Data quality was ensured using validated and culturally adapted instruments. Findings support the existence of the moral route, with biospheric orientation fostering patronage intention by activating personal norms. However, the hypothesised individualistic route was not supported, as concern for a pro-environmental self-image was negatively associated with patronage intention, indicating that image-based motives may undermine sustained green patronage in this context.