IDEAS home Printed from https://ideas.repec.org/a/wly/sustdv/v33y2025i1p1157-1173.html
   My bibliography  Save this article

Who will be prosocial consumers? The relationship between environmental value and sustainable consumption

Author

Listed:
  • Wong Ming Wong
  • Yaobin Wang
  • Wunhong Su

Abstract

This study explores who will be prosocial consumers based on the effect of consumers' environmental value on their sustainable consumption after the COVID‐19 lockdown. The study aims to examine (1) the relationship between environmental value and sustainable consumption and (2) compare the pathways between environmental value and sustainable consumption depending on delivery service usage frequency. This study unitizes Structural Equation Modeling to analyze (1) mediation and (2) multi‐group analysis by SmartPLS. Six hundred thirty‐seven respondents are collected from Mass Rapid Transit and Bangkok Mass Transit System stations in Bangkok and nearby shopping malls using a systematic random sample method. Affective and cognitive sustainable consumption mediates the relationship between consumers' egoistic and biospheric environmental concerns and their conative sustainable consumption. There is no significant difference between groups that utilize fewer or more delivery services on the path between environmental concerns and sustainable consumption. This study demonstrates that prosocial consumers with biospheric environmental concerns must engage in affective and cognitive sustainable consumption to engage in conative sustainable consumption. Prosocial consumers who emphasize the environment and sustainability tend to use delivery services less frequently.

Suggested Citation

  • Wong Ming Wong & Yaobin Wang & Wunhong Su, 2025. "Who will be prosocial consumers? The relationship between environmental value and sustainable consumption," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(1), pages 1157-1173, February.
    • Handle: RePEc:wly:sustdv:v:33:y:2025:i:1:p:1157-1173
    DOI: 10.1002/sd.3161
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/sd.3161
    Download Restriction: no
    File URL: https://libkey.io/10.1002/sd.3161?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Katherine White & Rishad Habib & Darren W. Dahl, 2020. "A Review and Framework for Thinking about the Drivers of Prosocial Consumer Behavior," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(1), pages 2-18.
    2. Marjolein C. J. Caniëls & Wim Lambrechts & Johannes (Joost) Platje & Anna Motylska-Kuźma & Bartosz Fortuński, 2021. "50 Shades of Green: Insights into Personal Values and Worldviews as Drivers of Green Purchasing Intention, Behaviour, and Experience," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    3. Silvia Coderoni & Maria Angela Perito, 2020. "Sustainable consumption in the circular economy. An analysis of consumers’ purchase intentions for waste-to-value food," Post-Print hal-03385002, HAL.
    4. Piyanoot Kamalanon & Ja-Shen Chen & Tran-Thien-Y Le, 2022. "“Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior," Sustainability, MDPI, vol. 14(2), pages 1-28, January.
    5. Hyesun Hwang & Harim Yeo, 2022. "Inconsistency between subjective propensity and practice of sustainable consumption: Impact of the consumers' values‐in‐behavior and social participation," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1796-1810, December.
    6. Ilknur Ayar & Ahmet Gürbüz, 2021. "Sustainable Consumption Intentions of Consumers in Turkey: A Research Within the Theory of Planned Behavior," SAGE Open, , vol. 11(3), pages 21582440211, September.
    7. Farzana Quoquab & Jihad Mohammad, 2020. "Cognitive, Affective and Conative Domains of Sustainable Consumption: Scale Development and Validation Using Confirmatory Composite Analysis," Sustainability, MDPI, vol. 12(18), pages 1-22, September.
    8. Wong Ming Wong & Shian-Yang Tzeng, 2021. "Mediating Role of Organic Labeling Awareness and Food Safety Attitudes in the Correlation Between Green Product Awareness and Purchase Intentions," SAGE Open, , vol. 11(4), pages 21582440211, November.
    9. Wong Ming Wong & Hexuan Li & Yifan Wang, 2024. "Who Is More Eager to Relocate to a Sustainable Retirement Village? Male or Female, Young or Elderly," SAGE Open, , vol. 14(1), pages 21582440241, February.
    10. Li Yan & Hean Tat Keh & Xiaoyu Wang, 2021. "Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief," Journal of Business Ethics, Springer, vol. 169(3), pages 499-516, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ualison Rébula de Oliveira & Thaís Stiegert Meireles Gomes & Geovani Gabizo de Oliveira & Júlio Cesar Andrade de Abreu & Murilo Alvarenga Oliveira & Aldara da Silva César & Vicente Aprigliano Fernande, 2022. "Systematic Literature Review on Sustainable Consumption from the Perspective of Companies, People and Public Policies," Sustainability, MDPI, vol. 14(21), pages 1-26, October.
    2. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Nguyen, Quynh N.X. & Thai, Nguyen T. & Heffernan, Troy W. & Reynolds, Nina & Zainuddin, Nadia, 2025. "A consumer wisdom-informed conceptualization for understanding prosocial behaviors," Journal of Business Research, Elsevier, vol. 192(C).
    4. Zhu, Lei & Yan, Shaocong & Geng, Lili & Liang, Xiaomeng & Xue, Yongji, 2025. "How opportunity and cognition improve family farms' low-carbon production behavior: Evidence from China," Agricultural Systems, Elsevier, vol. 226(C).
    5. Mehmet Efe Biresselioglu & Cigdem Kentmen-Cin & Muhittin Hakan Demir & Zehra Funda Savas & Berfu Solak & Burcin Onder & Gozde Ceviker-Cinar & Berker Ozcureci, 2023. "How to Exploit Sustainable Food Consumption Habits of Individuals: Evidence from a Household Survey in Izmir, Türkiye," Sustainability, MDPI, vol. 15(10), pages 1-21, May.
    6. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    7. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    8. Shiela Mae C. Ilagan & Ardvin Kester S. Ong & Josephine D. German & Ma. Janice J. Gumasing & Kyla Marie P. Pabalan, 2024. "Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    9. Odette Lobato-Calleros & Karla Fabila-Rodríguez & Brian Roberts, 2022. "Methodology to Improve the Acceptance and Adoption of Circular and Social Economy: A Longitudinal Case Study of a Biodiesel Cooperative," Sustainability, MDPI, vol. 14(19), pages 1-34, September.
    10. Pedro Manuel Sousa & Maria João Moreira & Ana Pinto de Moura & Rui Costa Lima & Luís Miguel Cunha, 2021. "Consumer Perception of the Circular Economy Concept Applied to the Food Domain: An Exploratory Approach," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    11. Małgorzata Rutkowska & Paweł Bartoszczuk & Uma Shankar Singh, 2021. "Management of Green Consumer Values in Renewable Energy Sources and Eco Innovation in India," Energies, MDPI, vol. 14(21), pages 1-17, October.
    12. Otterbring, Tobias & Folwarczny, Michał, 2024. "Social validation, reciprocation, and sustainable orientation: Cultivating “clean†codes of conduct through social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    13. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    14. Dina Naaman & Figen Yeşilada & Iman Aghaei, 2025. "A Moderated Mediation Analysis of Lebanon’s Food Consumers’ Green Purchasing Intentions: A Path Towards Sustainability," Sustainability, MDPI, vol. 17(4), pages 1-19, February.
    15. João M. Lopes & Micaela Pinho & Sofia Gomes, 2024. "From green hype to green habits: Understanding the factors that influence young consumers' green purchasing decisions," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 2432-2444, March.
    16. Walter Leal Filho & João Henrique Paulino Pires Eustachio & Lucas Veiga Ávila & Maria Alzira Pimenta Dinis & Paula M. Hernandez‐Diaz & Karina Batista & Bruno Borsari & Ismaila Rimi Abubakar, 2025. "Enhancing the contribution of higher education institutions to sustainable development research: A focus on post‐2015 SDGs," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(2), pages 1745-1757, April.
    17. Luo, Na & Olsen, Tava & Liu, Yanping & Zhang, Abraham, 2022. "Reducing food loss and waste in supply chain operations," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 162(C).
    18. Smirti Kutaula & Alvina Gillani & Diana Gregory-Smith & Boris Bartikowski, 2024. "Ethical Consumerism in Emerging Markets: Opportunities and Challenges," Journal of Business Ethics, Springer, vol. 191(4), pages 651-673, May.
    19. Himanshu Gupta & Manjeet Kharub & Kumar Shreshth & Ashwani Kumar & Donald Huisingh & Anil Kumar, 2023. "Evaluation of strategies to manage risks in smart, sustainable agri‐logistics sector: A Bayesian‐based group decision‐making approach," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4335-4359, November.
    20. Noopur Saxena & Ruchika Sharma, 2024. "Impact of spirituality, culture, behaviour on sustainable consumption intentions," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(3), pages 2724-2740, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:sustdv:v:33:y:2025:i:1:p:1157-1173. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-1719 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.