Examining the role of consumption values for food, clothes, and mobile phones
(A2025-130286)

AUTHORS

Jan Jensen, University of Southern Denmark; Yingkui Yang, University of Southern Denmark; René Haldborg Jørgensen, University of Southern Denmark

ABSTRACT

This study examines the relationship between consumers' perceived consumption values and sustainable choices. Using data from an online survey of 404 respondents, it examines the prevalence of consumption values and their influence on sustainable purchase intentions for food, clothes, and mobile phones. Functional value, price value, and non-monetary costs are more prevalent than social and emotional values across all product categories. The impact of these values on sustainable purchase intentions varies by product category. The findings suggest cognitive-related consumption values are more dominant than hedonic ones, indicating that marketing managers and policymakers should focus on promoting hedonic values to enhance sustainable behaviour. This research contributes by assessing the prevalence of consumption values, investigating their relationships with sustainable purchase intentions, and highlighting the importance of distinguishing between functional and price values within quality value.