Consumer's Value Orientation and their Tendency for Purchase Behavior

To achieve sustainable development, efforts should go beyond cleaner production to sustainable consumption. Sustainable consumption has become increasingly important to prevent non-environmental practices of producers. So, the aim of this study is to investigate the factors that influence environmental purchase behavior with an emphasis on dominant value orientations in the society. For this study, the data have been collected from Iranians who buy or use organic products at least once. A survey questionnaire was distributed among customers in five provinces of Iran, which have centers of producing and selling organic food products. The result showed that altruistic and biospheric value orientations are the factors that affect consumers’ environmental attitudes; however, the impact of the egoistic value orientation on environmental attitudes is not confirmed. Additionally, the egoistic value orientation has direct effects on tendency for environmental purchasing. In this case, the impacts of altruistic and biospheric value orientations are not confirmed. The implications for marketers and environmentalists are discussed, and future research directions are presented.