KOREASCHOLAR

Consumers now-a-days are more inclined to buy green products (Mosgaard, 2015; Kammer, 2009). They are concerned about the negative environmental impact of the existing pattern of production and consumption systems on their quality of life (QoL) (Alfredsson, 2004). Consequently, large body of literature on factors influencing green consumption and/or purchase behaviour, among which ‘greenness’ of the product (Gershoffs & Frels, 2015), value of the green product (Olsen et al., 2014), attitude of the consumers towards environmental protection and available knowledge, and perceived time barriers (Tanner & Kast, 2003) are noteworthy among others. Although there is an abundance of research on green consumption, little is known about the habitual purchase of green products and how it contributes to the quality of life of the consumers. Habitual purchase refers to regular and automatic purchase of a product without any cognitive thought or evaluation (Verplanken & Melkevik, 2008). Thus it is distinct from conventionally used constructs such as purchase intention. This study addresses this research gap and aims to explore the effects of different types of green values (such as ecological, functional, economical, emotional and social value) and green satisfaction on the habitual purchase of green products and thus examine their effects on quality of life (QoL) of the consumers.

• Diandra Jessica(Curtin University, Australia)
• Fazlul K. Rabbanee(Curtin University, Australia)
• M. Quaddus(Curtin University, Australia)