Applying the theory of consumption values to choice behavior toward green products

This study applies the theory of consumption values as a theoretical basis to verify consumer choice behavior toward green products. This study investigates consumers´ consumption values and choice behaviors toward green products to provide promotion/sales advice for governments, green groups, and the green industry. The study result will help producers decrease the risk of green product development, and strengthen its marketing competition, and eliminate the gap between consumption values of green products and consumers´ choice behavior.