The effect of perceived social and uniqueness values on consumers' intention to purchase environmental products: The moderating role of product use environment

Some consumers try to regulate their behavior in a way that does not harm the environment. Besides, these behaviors often take place in a social context. This situation reveals the idea that one of the reasons people show environmentally friendly behaviors may stem from the symbolic benefits they can gain. Drawing from costly signaling theory, this research explores the signaling potential of environmentally friendly products. Therefore, the aim of this study is to determine the effects of environmentally friendly product (green or consumption reduction) on consumers' perceived values and their purchase intentions, as well as the moderating role of the product use environment (private or public). In order to serve this purpose, an experiment with a 2x2 between-subject factorial design was conducted. 237 valid data collected from university students through an online survey were analyzed using the SPSS program and Process Macro. The results revealed that the perceived social value of the green product and the perceived uniqueness value of the consumption reduction product are higher than each other. In addition, it was found that the effect of environmentally friendly product on purchase intention was mediated by perceived social value. Perceived uniqueness value, however, was not observed to have a mediating effect on this relationship. The results also suggested that the product use environment failed to have any moderating effect. Finally, some theoretical and practical implications were presented.