From values to Green behavioral intentions: the role of brand management in traditional and digital environments

Environmental sustainability has become a key concern for governments, businesses, and consumers, driven by growing awareness and knowledge. This study explores the link between Schwartz’s individual values and Green Consumption Values, focusing on coffee consumption among Italian consumers (n = 512). Using a framework of 7 latent variables and 54 manifest variables, the authors apply covariance-based structural equation modeling to analyze the data. The research examines how Green Consumption Values influence consumer–brand relationships through both offline experiences and online activities. The findings show that consumer values significantly affect consumer–brand relationships, which, in turn, shape green intentional behavior.