CONSUMERS’ SUSTAINABLE PRODUCT RECOMMENDATION INTENTION: DO UTILITARIAN, EMOTIONAL, AND SOCIAL VALUES MATTER?
Nasim Karimia, Hans Rüdiger Kaufmannb
a University of Applied Management Studies, Department of Business Management, Mannheim, Germany, nasim.karimi@student.hdwm.org
b University of Applied Management Studies, Department of Business Management, Mannheim, Germany
Abstract
This study examines how utilitarian, emotional, and social value influence consumers’ intention to recommend sustainable products. Building on consumer value theory and a systematic literature review of empirical studies published between 2010 and 2025, the study develops and tests a parsimonious value-based model of sustainable product recommendation intention. Data were collected through a cross-sectional online survey of 172 consumers in Germany who had purchased or used sustainable products within the previous six months. Established multi-item Likert scales were adapted to measure utilitarian value, emotional value, social value, and recommendation intention. The data were analysed using exploratory factor analysis, reliability assessment, correlation analysis, and multiple linear regression. The findings show that emotional value and social value have significant positive effects on sustainable product recommendation intention, while utilitarian value does not have a significant unique effect when the three value dimensions are considered simultaneously. Social value emerged as the strongest predictor. The study contributes to sustainable consumption research by treating recommendation intention as a distinct behavioural outcome rather than as an extension of purchase intention. Managerially, the findings suggest that firms should encourage sustainable product advocacy through social identity, emotional engagement, and credible value communication. The study is limited by its cross-sectional design, convenience sample, and self-reported data.
Keywords: Sustainable Product Recommendation Intention, Consumer Values, Utilitarian Value, Emotional Value, Social Value
JEL Classification: M31, Q56, D12
To be cited as: Karimi, N. and Kaufmann, H. R. (2026) Consumers’ sustainable product recommendation intention: Do utilitarian, emotional, and social values matter? International Journal of Management Cases, 28(1), pp. 32-45.