Role of Consumption Values and Green Intentions in Happiness of Consumers

Abstract

The present study was aimed to examine the role of consumptions values and green intentions in happiness of consumers. Moreover, it also focused to determine the role of demographics gender, age, and education of respondents, financial status, occupation and shopping places across the study variables. Sample size (N = 400) was comprised of individuals with age range from 16-52 years. Measures of Consumption Values Questionnaire (Arvola et al., 2008), Green Intentions Scale (Malhotra & Birks, 2007) and Happiness of Consumers Scale (Hwang & Kim, 2016) were used to assess the study variables. Results showed that consumption values were positively related with green intentions and happiness of consumers. In addition green intentions were also linked with happiness of consumers. Findings on gender differences indicated that, women were more focus on consumption values and green intentions than men. Respondents who were highly educated expressed high consumption values and green intentions as compare to the respondents who were low in education. Respondents who were doing business were show high happiness in consumption values and green products as compared to those who are doing government or private job. Implications, limitations and suggestions for future researches had also been discussed.