This study developed a composite measure of green consumption behaviors, incorporating multiple dimensions of green consumption behaviors. As a result of an extensive literature review, four value orientations were proposed: health-related egoistic value orientation, resource-related egoistic value orientation, altruistic value orientation, and biospheric value orientation. And a composite measure of green consumption which measured green consumption behavior manifesting the suggested value orientations were proposed and empirically tested using a Korean sample. After empirical testing and validating the proposed composite measure according to the measurement validation procedure proposed by Nunnally (New York: McGraw-Hill Book Company, 1978), the composite measure of green consumption behaviors was revised to three dimensions of green consumption behaviors: health-conscious green consumption behavior, resource-conscious green consumption behavior, and socially conscious green consumption behavior that combined originally suggested altruistic and biospheric value orientations. A multivariate regression analysis was employed to test the usability of the composite measure of green consumption behaviors and to identify the determinants of green consumption behaviors. As hypothesized, the results of regression analysis showed that perceived consumer effectiveness, reference persons, and perceived market situation are significant determinants of green consumption behaviors, and the effects of environmental concern and socioeconomics are limited. Based on these findings, public policy and marketing implications that promote green consumption are also proposed.
