Uusitalo, O., Rouhiainen, H., & Salimi, M. (2026). Values, risk and biodiversity-friendly action: perceived consumer effectiveness matters. Journal of Consumer Marketing, 43(1), 108–121. https://doi.org/10.1108/jcm-01-2025-7548
Purpose
Exploiting natural resources, including the escalating production and consumption of goods, significantly impacts the environment, manifesting in crises such as biodiversity loss. This paper aims to examine the antecedents of biodiversity-respectful consumer behaviours and provide novel insights for marketing about how to promote biodiversity-respectful consumer behaviour.
Design/methodology/approach
Using structural equation modelling, this study examines the relationships among value orientations, risk perception of biodiversity loss, perceived consumer effectiveness and three types of pro-environmental behaviours, based on a survey of 1,000 Finnish consumers.
Findings
Results indicate a weak positive link between egoistic values and risk perception of biodiversity loss, while altruistic values exhibited a negative association. Biospheric values showed a strong positive effect on risk perception, which in turn positively influenced environmental citizenship, activism, sustainable consumption and biodiversity-friendly food choices. Additionally, perceived consumer effectiveness enhanced the relationship between risk perception and pro-environmental actions.
Practical implications
The results point to the importance of framing and communicating environmental problems in terms of their direct and indirect impacts on both human and natural well-being. It also emphasises the need for marketing managers to consider the context of biodiversity loss and leverage perceived consumer effectiveness in promoting consumer practices mitigate biodiversity loss.
Originality/value
This study highlights the critical role of biospheric values and perceived consumer effectiveness in fostering biodiversity-friendly behaviours. The results suggest that biospheric values strongly induce biodiversity loss risk consciousness, which is significantly associated with multiple types of environmentally sound and biodiversity-friendly behaviours. Altruistic values were found to be negatively related to biodiversity loss risk perception. Biodiversity-respectful consumer behaviour may involve characteristics that are distinct from the factors underlying other types of pro-environmental behaviours. Consumers may be unable to handle the connections between perceived risks and the actual outcomes in situations where the consequences of environmental destructions are indirect and difficult to observe.
Reseachers
Further information and interviews: Outi Uusitalo, Henna Rouhiainen
Professor (Marketing) Outi Uusitalo (outi.uusitalo@jyu.fi) works as the head of Marketing discipline and Sustainable Business research group at Jyväskylä University School of Business and Economics. Her research focuses on sustainability perspectives to marketing and consumer research. In the BIODIDUL research project, Outi coordinates the Jyväskylä-based research group of the work package 3 Biodiversity & Consumption.
Postdoctoral Researcher Henna Rouhiainen (heevro@utu.fi) works in Biodiversity Unit of the University of Turku. Her areas of expertise include sustainability, sustainable development, sustainable development education, and environmental education. In the BIODIFUL research project, Henna works in work package 3 Biodiversity and Consumption.
