Journal article
Consumer Value Systems' Role in Sustainable Behaviour: Insights from a Configurational Approach
Cleaner and Responsible Consumption, Vol.23, pp.1-14
12/2026
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Abstract
This study explores how consumer value systems and sociodemographic factors together drive sustainable consumption, focusing on willingness to buy and recommend energy-efficient appliances (EEAs) in an emerging economy. Using a configurational approach, it moves beyond linear models to identify multiple pathways to green behavioural intentions. Guided by the Theory of Consumption Values, eight value types (emotional, epistemic, ecological, functional, economic, conditional, social, aesthetic) are integrated with demographic attributes (age, gender, education, income, religion). Survey data from 612 urban Sri Lankan households underwent Confirmatory Factor Analysis (AMOS) for validity, followed by fuzzy-set Qualitative Comparative Analysis (fsQCA) to identify necessary conditions and equifinal configurations for willingness to buy and recommend EEAs. Emotional, epistemic, ecological, functional, economic, and conditional values are necessary for purchase and recommendation intentions. fsQCA reveals multiple value–demographic configurations leading to high green intentions, while different configurations explain unwillingness, confirming causal asymmetry. There is no single “green consumer” profile; sustainable behaviour results from diverse value–demographic synergies. Value-based segmentation is more effective than demographic profiling alone. Policymakers and marketers should employ multidimensional interventions, tailored communication, culturally sensitive outreach, and targeted incentives to accelerate EEA adoption across varied consumer segments. This is among the first studies to combine a comprehensive consumer value taxonomy, sociodemographics, and dual behavioural intentions within an fsQCA framework in green consumption, advancing configurational theorizing and offering robust contributions to sustainable marketing.
Details
- Title
- Consumer Value Systems' Role in Sustainable Behaviour: Insights from a Configurational Approach
- Creators
- Achchuthan Sivapalan - Southern Cross UniversityPascal Scherrer - Southern Cross UniversityTania von der Heidt - Southern Cross UniversityGolam Sorwar - Southern Cross University
- Publication Details
- Cleaner and Responsible Consumption, Vol.23, pp.1-14
- Publisher
- Elsevier Ltd
- Grant note
- Australian Government Research Training Program (RTP) Scholarship
This research was supported by an Australian Government Research Training Program (RTP) Scholarship.
- Identifiers
- 991013396947102368
- Copyright
- © 2026 The Authors.
- Academic Unit
- Information Technology; Management; Faculty of Science and Engineering; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article