Egoistic value and proenvironmental purchasing: Mediating effects of attitude and willingness to pay

This study explored the roles of proenvironmental attitude and willingness to pay as mediators of the relationship between egoistic value and proenvironmental purchasing behavior. I conducted an online survey with 421 Korean adults aged 20–49 years. The results showed that both proenvironmental attitude and willingness to pay mediated the relationship between egoistic value and proenvironmental purchasing behavior. Furthermore, proenvironmental attitude and willingness to pay played a chain mediating role in this relationship. Thus, egoistic value can predict consumers’ proenvironmental purchasing behavior both directly and indirectly through proenvironmental attitude and willingness to pay. The findings of this study provide theoretical insights and offer practical management strategies for promoting consumers’ proenvironmental purchasing behavior.