An Empirical Comparison of Alternative Models of Consumers’ Environmental Attitudes and Eco-friendly Product Purchase Intentions

Using two sets of survey data collected in Korea and the United States respectively, this study demonstrated that the model that integrated the value-attitude-behavior hierarchy chain and the theory of planned behavior had the highest fit with both sets of the data than other models of consumers' environmental attitudes and eco-friendly product purchase intentions. The findings also showed that incorporating the effects of various types of perceived values of eco-friendly products (e.g., environmental, functional, and economic values) into the model did not improve the model fit, although products' environmental value had significant interaction effects with some of the non-environmental values.