Green Consumption Values and Consumer Behavior

In the quest of fostering green consumer behavior, companies are developing green marketing communications. However, do green consumer behaviors gets influenced by such marketing practices or it is result of green consumption values? The research-based chapter answers this question by developing a conceptual model against the background of green consumer behavior theories. The explanatory research design with quantitative research method was employed. Empirical data was collected using self-administered online questionnaire from 234 Singaporean consumers of green products. Collected data was then subjected to a range of analysis techniques using IBM SPSS AMOS 24. The findings suggest that green consumption values have stronger impact on consumer behavior as compared to that of marketing communication. However, impact of both independent variables was found to be positive and significant. In addition, it was identified that no mediating effect of marketing communication exists in relationship between green consumption values and consumer behavior.