Heterogeneity in a dual personal values–dual purchase consequences–green consumption commitment framework

Purpose: The purpose of this paper is to study the roles of dual personal values (individualistic and collectivistic) and consumer attitudes toward dual purchase consequences (individual and environmental) as the precursors of a commitment to green consumption. Furthermore, the variance within the studied relationships is explored across the segments of the selected consumer sample. Design/methodology/approach: Partial least squares and finite mixture–partial least squares path modeling approaches are employed to examine the studied relationships and check for heterogeneity, respectively, among the sample of 406 Vietnamese consumers. Findings: The results indicate that individualistic values positively and negatively affect attitudes toward purchase consequences at the individual and environmental levels, respectively, while collectivistic values have only a positive impact on attitudes at the environment level. Compared to the individual level, attitudes toward environmental purchase consequences propagate a fuller commitment to green consumption. Collectivistic, but not individualistic, consumers are a suitable target segment for green business. Consumers within the selected sample exhibit different green behavioral patterns. Originality/value: This research provides valuable insights into the under-researched aspect of green consumption commitment based on an extended value–attitude–behavior model. Previously unobserved heterogeneity is revealed and green consumption tendency segments are identified.