A Means-End Approach to Understand the Role of Values as Motivations of Sustainable Consumption Behaviour

Abstract

With recent increased interest in understanding sustainable consumption behaviour of people, there is need to explore the value motives behind sustainable buying behaviour of consumers. Using means-end approach, an investigation of the relationship between personal values and the decision to buy sustainable product ‘Reva’ was assessed in order to determine values that are more likely to influence sustainable consumption behaviour in India. Data was collected using a semi-qualitative laddering approach. Analysis of data showed that sustainable consumption behaviour is related not only to the environment values such as ‘care for nature’ but also to values such as ‘respecting others’, ‘inner harmony’, ‘paying back nature’s debt’ and ‘happiness’. Implications to mangers, policy makers and limitation of the study have been discussed.