Unpacking green choices: Exploring altruistic and egoistic values in shaping environmental identities and packaging preferences

Personal values act as guiding principles that motivate individuals and influence their lifestyle decisions, especially altruistic and egoistic values in green consumption decisions. Sustainable consumption is always portrayed as pro-social behavior showcasing the volunteering activity (altruism) of green consumers; however, consumers buy green products beyond altruistic reasons. Building on these lines, this study aims to examine green consumers and their motivation to pay a premium price for green packaging. This descriptive study has collected opinions related to the constructs from 264 millennials across India to test the hypotheses. The results show that both altruistic and egoistic values explain consumers’ intentions to consume green packaging. In addition, bearing a green identity promotes green packaging preferences for all individuals with altruistic or egoistic values. The moderating role of willingness to pay a premium had a negative effect on the egoistic value and green packaging preference relationship, indicating that green values do not persuade egoistic value consumers to adopt green packaging. This study is one of the very few to examine preferences for green packaging for reasons other than safeguarding the environment. This study contributes to the literature by developing and testing theoretical links to various cognitive variables (altruistic and egoistic values) of green packaging preferences empirically.