• Why do some consumers buy environmentally sustainable products and others not?
• Many characteristics are weak predictors
• Is consumers’ underlying motivation related to product choice?
——> Personal Values
• What are they?
— an enduring belief that a specifc end-state of existence or specifc mode of conduct is preferred over others (Rokeach, 1973; Kahle, 1983).
• Different measurement approaches
— LOV scale (Kahle, 1983)
— Schwartz Value Inventory (Schwartz, 1992)
• Schwartz Value Inventory
1) To what degree are personal values and environmental concerns related to revealed differences in consumers’ stated preference choice behaviour?
• Strength of relationship (efect size)
1) How is the importance of sustainable product attributes related to personal values and environmental concern?
• Predictive ability for attribute importance
1) How is the willingness to pay for different sustainable attributes revealed in choice experiments related to personal values and environmental concern?
• Predictive ability for WTP
• Scale adjusted latent class choice model
— Modelling heterogeneity in preference and
— For each country separately
— 6 to 7 preference classes per country
— In total 45 segments over all 7 countries
— Attribute importance
— Marginal WTP (Euro)
1) personal values only weakly related to differences in product choice
2) environmental concern stronger related to choice differences than personal values
…but, effect size is relatively small (av. 5% explained variance by segment membership)
1) Values related to Conservatism (conformity) and Self-enhancement (power, achievement) were a stronger predictor for consumer choice of
sustainable wine and WTP for sustainable attributes than self-transcendence values
2) Positive relationship for Self-enhancement contradicts previous findings for purchase intent for organic wine
1) Confrming weak links between values and consumer choice
2) Slightly stronger relationship for specific attitude (environmental concern) consumer choice
1) Other than expected – sustainable wine attributes do not provide value to Universalists (tree-huggers)
2) Suggested to link communication to self-enhancement: social status, power, social distinctiveness, luxury
• Yann Chabin, DYCIA Sarl Montpellier
• Linda Filone, Vin de Pays d’Oc IGP
• European Union
• Simone Mueller SimMu@asb.dk
• Lucie Sirieix Sirieix@supagro.inra.fr
• Hervé Remaud Herve.Remaud@bem.edu