Consumers' hedonic and utilitarian attitudes toward sustainable products: Implications for the sustainability value–behavior gap and wood-based bioproducts

The current research lacks insights into how consumers' utilitarian and hedonic attitudes may influence their sustainability value–behavior gap. We adopt the value–attitude–behavior (VAB) model to examine how utilitarian and hedonic attitudes toward products moderate the consumers' sustainability value–behavior relationship. We conduct three studies: the first tests the basic VAB model, the second examines differences between two time points, and the third compares three wood-based bioproducts: bioplastic bottle, T-shirt, and biofuels. The findings suggest that consumers with sustainable consumption values and hedonic attitudes toward sustainable products exhibit a reduced value–behavior gap and that this effect persists over time. This was most prominent in the case of the wood-based bioplastic bottle. Additionally, consumers with sustainable consumption values and utilitarian attitudes toward sustainable products tend to show a negative effect on the value–behavior gap, which is prominent with wood-based biofuels. These findings underscore the inherent nature of sustainability values and appeals as hedonic, hence the importance of aligning them with hedonic attitudes and related product attributes. Moreover, the importance of both hedonic and utilitarian attitudes is recognized in explaining the sustainability value–behavior gap, and the findings offer guidance for managers and policymakers promoting sustainable products while also highlighting the risks associated with greenwashing.