Abstract

Governments have been educating and encouraging their citizens to take part in green lifestyles, which essentially involve becoming “green citizens” through purchasing green products. This study aims to explore the “green lifestyle” that has been promoted for many years now in order to identify the values and benefits that consumers stand to gain when buying green products in their effort to adopt green lifestyles. For the purpose of this study, the Means-End Chains (MECs) method has been chosen as the theoretical basis to examine the attributes of green products and various consequences and individual values they derive from the consumers’ perspective. From the study, we found that consumers emphasize green product attributes including Reusable, Energy Saving Design, Eco-Friendly Material, Natural and Biodegradable. From these attributes, consumers arrive at the consequences of Reduce Expenses, Promote Eco-Friendly Awareness, Promote Physical and Mental Health, Reduce Energy Consumption, Protect the Earth, Time Saving and Convenient, Reduce Environmental Protection and Effective Use of Resources in pursuit of terminal values including Fun and Enjoyment of Life, Sense of Security, Sense of Accomplishment, Self-Realization and Sense of Belonging.

 

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