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This study proposed a dual-pathway model consisting of a supply-driven pathway and a demand-driven pathway to explain the green value endorsement process. The supply-driven pathway embodies a business’ espoused value of global environmental value through value integration, which leads to the endorsement of green value. The demand-driven pathway is the consumer’s identified value that reflects the consumers’ specific environmental value process to form green value endorsement. The study conducted a research survey on 623 customers who had experience with purchasing environmentally friendly products in Taiwan. The empirical study model used was structural equation modeling. The main path indicated that the consumer’s identified value positively affected the value-bridging frames, which mainly positively affected the endorsement of green values. Our study indicated that the demand-driven pathway played the main role in forming the green value endorsement. Green enterprises tend to merely emphasize their own business’ espoused values. This study is the first to examine a dual pathway in the green value endorsement process and considered both the supply-driven and demand-driven pathways in green value endorsement, which marks new ground in taking into account the value interpretive frames and value-bridging frames of value integration in the extant literature, providing a highly effective and useful profile for green marketing.

Dual Pathways of Value Endorsement in Green Marketing