Valuing Green

The purpose of this thesis is to contribute to a further understanding of the complexity in green consumer behaviour by examining how and why individuals priorities values, personal norms and identity in green consumer behaviour. The thesis employs a qualitative approach with an abductive strategy. The empirical data was produced through in-depth interviews with green consumers. Based upon the empirical findings and theoretical concepts, a conceptual model was introduced to illustrate how consumers prioritise between several values when assessing green products. The prioritisation is dependent on internalised values as well as the product function and the need that the consumer seeks fulfilled. The influence of norms appeared to be stronger for products that serve a utilitarian function, whereas identity is more important when the consumer is motivated by the self-expressive benefits of green products. Furthermore, the thesis suggests that consumers are motivated by both Self-Transcendent and Self-Enhancement motives when engaging in green consumer behaviour. Finally, the thesis gives practical recommendations for companies seeking to appeal to green consumers.

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