The Role of Values and Attitudes in Consumer Intention to Buy Green Technology Products

Green technology products play a major role in the sustainable development. This study tests if psychological factors such as green consumption values, utilitarian attitudes, and hedonic attitudes predict consumer intention to buy green technology products when gender, age, and income are controlled. We test three different wood-based green technology products, namely bioplastic, biotextile, and biofuel. The survey data were collected by a market research company in Finland and it consists of 451 consumer responses. Stepwise linear regression is used for the analysis. The results suggest that utilitarian attitude is a major driver for consumer intention to buy green technology products, while hedonic attitude does not play a role. In addition, the stepwise model reveals that green consumption values have a highly significant effect on purchase intention, but the effect becomes nonsignificant when attitudes are added to the model. We suggest that the hierarchical relationship and the different level of abstraction between values and attitudes may potentially explain this effect. Our results further suggest that demographic factors do not explain green consumption, apart from income, which positively explains purchase intention of a bioplastic product.