Unlocking the Mechanism through which Emotional and Social Values affect Sustainable Consumption Behavior: The Role of Sustainable Consumption Intention and Pro-environmental Attitudes

Abstract

Sustainable consumption intention and behavior are critically important in food and beverage sector, as it has a direct and substantial impact on the environment, public health, and socio-economic systems. Research on the mechanism through which consumer values affect sustainable consumption intention and behavior is scant in food and beverage industry. This research study aims to find out the effect of emotional and social values on consumption intention and behavior. Moreover, the mediating effect of pro-environmental attitudes on the link between emotional and social values and sustainable consumption intention and behavior is also investigated. Data were collected through convenience sampling strategy from 428 consumers between the age of 30 and 50. Hierarchical regression analyses was used and results confirm that both emotional and social values positively affected sustainable consumption intention and behavior. Moreover, pro-environmental attitudes mediated the link between emotional and social values and sustainable consumption intention and behavior.