Impact of Value of Recycling on Green Consumer Orientation: Moderating Roles of Global Warming Concern and Political Orientation

Purpose - This study explores how the perceived value of recycling influences green consumer orientation. Furthermore, it investigates whether this relationship is moderated by individuals’ concerns about global warming and their political orientation. Design/methodology/approach - Data were collected through a survey administered by a professional research agency, yielding a final sample of 1,200 participants. Exploratory factor analysis based on varimax rotation was used to ensure the validity of the items. The hypotheses were tested using Hayes’ PROCESS Macro. Simple slope method was additionally performed to examine the moderating effects. Findings - The findings reveal that the perceived value of recycling exerts a significant positive influence on green consumer orientation. Moreover, both concern about global warming and political orientation significantly moderate this relationship. Specifically, the effect of recycling value on green consumer orientation was amplified among individuals with greater concern about global warming, whereas it was attenuated among those with more progressive political orientations. Research implications or Originality - This study contributes to the existing literature by empirically demonstrating how the perceived value of recycling, environmental concern, and political ideology interact to shape green consumer behavior. These findings offer theoretical and practical insights into the dynamics of sustainable consumption and the nuanced roles of individual-level psychological and ideological factors.