Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption

Abstract

Abstract The study aims to ascertain the mediating influence of nature connectedness and love for nature in the association of terminal and instrumental values with stated buying behavior in the vegan food context. Drawing theoretical underpinning from Value‐Belief‐Norm (VBN) in terms of value dichotomy and the Biophilia Hypothesis for sustainable consumption, the research hypotheses were tested using covariance‐driven structural equation modeling. Cross‐sectional data of 524 participants was collected through an online agency from an emerging market (India). Although the results suggest that improved terminal and instrumental values contribute to stated buying behavior, this effect transpires only through the love for nature. Furthermore, the role of love for nature as a mediating construct in the relationship between the terminal and instrumental values and the corresponding influence on stated buying behavior has been confirmed. Thus, the present study empirically corroborates the rationality of Value‐Belief‐Norm as well as the Biophilia Hypothesis as its novel theoretical contributions. Marketers of vegan food products should formulate terminal and instrumental value‐oriented strategies that reinforce nature connectedness and love for nature, which are anticipated to exert a significant stated buying behavior‐enhancing influence.