Investigating the Relationship between Consumption ...

International Journal of Economics and Management Sciences Vol. 2, No. 12, 2013, pp. 29-40

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Investigating the Relationship between Consumption Values and Personal Values of Green Product Buyers1 Candan, Burcu1 and Yıldırım, Seda2 ¹ Associate Professor, Faculty of Economics and Administrative Sciences, Kocaeli University, Kocaeli,Turkey E-mail: [email protected] ² Corresponding Author: Phd Lecturer, Fındıklı College of Applied Sciences, Recep Tayyip Erdoğan University, Rize,Turkey E-mail: [email protected]

ABSTRACT Personal values and consumption values are important factors that guide consumer behaviors and affect consumer’s preference of goods or services. Personal values are affected by personality, cultural and social factors. Consumption values are formed with regard to demanded benefits from preferred products. In study, consumer’s personal values was determined according to Schwartz’s personal values list and including selftranscendence and self-enhancement dimension and values of power, achievement, hedonism, universalism, benevolence. Consumption values which was developed by Sheth, Newman and Gross(1991), was evaluated according to functional, social, emotional, conditional and epistemic values. This study was implemented on green product buyers and the population was consisted of the members of TEMA(Turkish Foundation For Combating Soil Erosion) council. The aim of this study is to determine multi-relationships between personal values and consumption values. According to the purpose, the data were collected with survey method and then analyzed in SPSS programme. As a result of analyses, it was seen that there were significant relationships between personal values and consumption values. Keywords: Personal values, consumption values, green market, environmentally friendly product

1. INTRODUCTION Although several models and theories have been developed to explain consumer behaviors, there is not even a single approach that can explain the buying behavior of customers in literature. (Sheth et.al.,1991a). Factors like globalization, the increase in the number and kinds of goods and brands in the market, the rapid development of information and communication technologies have considerably influenced consumer demands and needs. It is observed that the consumers of our time are trying to satisfy not only their physical needs but also their psychological needs (Gallopin,2003). Personal values are one of the most prominent factors that analyze the psychological needs of consumers and on which marketing experts focus. Personal values are considered as the leading motive of human behaviors(Kluckhohn,1951) and the most important indicator of human identity(Rovira et.al.,2012:217). Personal values are factors that lead individuals‟ lives and affect their behaviors(Vinson et.al., 1977). Consumption values is a contemporary model that explains why consumers prefer a specific product or brand. According to consumption values model, the features that consumers care about products are regarded as functional, social, emotional, conditional and epistemic values (Sheth et.al..,1991a). Functional values describe the features of a product such as physical appearance, performance, quality and price. Social value is described as the social benefit gained by individuals when they use a product or buy a brand. The dimension of emotional value contains the feelings experienced by people when they use environmentally friendly products. Conditional value arises as a result of the changes in consumer behaviors depending on some specific conditions or different times. Epistemic value is described as the innovative and creative features of a product or the satisfaction of consumers discovering needs (Sheth et.al..,1991a). 1

This study was derived from one part of Phd Seda Yıldırım‟s doctoral thesis in Kocaeli University in 2013.

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The increase in the environmental awareness of people in recent times has resulted in the expansion of environmentally friendly products market and a new field of competition for businesses. Therefore, the development of environmentalist consumption concept, has urged businesses to carry out new studies and make regulations accordingly (Karalar and Kiracı,2010). In this context, the aim of this study is to determine the relationship between the personal values adopted by consumers who buy environmentally friendly products and the prominent consumption values of environmentally friendly products. The study consists of two main parts. In the first part, theoretical information about personal values, consumption values and environmentally friendly product market is presented. In the second part, the methodology, data analysis and conclusions of the study are presented. 1. THEORETICAL FRAMEWORK 1.1. Personal Values Personal values are the components determining what is important in individuals‟ lives. Each person has a lots of values differing from each other (Bardi and Schwartz,2003:1208). Schwartz(1994) described personal values as “the motives that lead people‟s lives, the significance of which varies depending on conditions and the goals they want to achieve.” In addition to this, he suggested that personal values determine the personal tendencies and affect all kind of choices and preferences of individuals (Schwartz,1994:20-21). Hofstede (2001) considers personal values as the belief standards of individuals related to their true-false differentiations. According to Rokeach(1973), each person has values that s/he prefers more, that directs her/his behaviors and that has a persistent characteristic. Personal values are formed by variables, such as security, prestige and maintaining the position in the society. Individuals use these values to reach certain goals (prestige, enjoying the life, recognition in society etc.). Personal values are important tools for marketing staff to analyze consumers‟ purchase behaviors and to determine marketing divisions. Zeithaml(1988) states that consumers evaluate the features of a product differently depending on their personal values. The features of a product has a very important role in providing quality and satisfaction because consumers take into account the features of a product while making a purchase decision(Smith and Deppa,2009). In this regard, elements such as the features of a product, its benefits and which needs it meets must be considered in relation to personal values(Gutman,1982).

In the value scale developed by Schwartz, 10 fundamental personal values are presented. The 10 personal values dimension developed by Schwartz are examined two by two, in two columns, vertical to each other. The dimensions of self-transcendence and self-development and the dimensions of openness to change and conservatism are used to classify personal values. . Each of these dimensions represents the opposite character of the one it matches (Schwartz,1992). According to Schwartz‟s personal values list, the content of the ten fundamental values are as the following (Schwartz and Bardi , 2001: 270; Kuşdil and Kağıtçıbaşı, 2000:61):  Power: Social status, prestige, dominating over other people, controlling other people and sources(social power, authority, welfare, image)  Success: The individual achievement a person attains in the frame of social standards (success, ability, bossy, passion)  Hedonism: Pleasure and individual joys (pleasure, satisfaction, enjoyable life).  Stimulation: Excitement, innovations and challenges in life (a brave and rich life, an exciting life).  Self-direction: Free thought and actions, creative and searching life (creativeness, autonomy, independence, curiosity, living for one‟s own goals).  Universalism: Being tolerant and respective, welfare for all human beings (open-mindness, wisdom, social justice, equality, world peace, protecting environment, welfare for the whole world)  Traditionalism: Respect for others‟ ideas, following others and acceptance, living in accordance with a culture or religion (Traditional, modest, religious, respect, middle, fatalist).  Benevolence: Maintaining and developing people‟s welfare, maintaining inter-personal relations(useful, honest, forgiveness, loyal, responsible)

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Several scales and methods can be utilized to determine consumers‟ personal values. One of the most commonly used scales to determine personal values is Schwartz‟s list of values (Vinson et.al.,1977). Schwartz‟s value scale (SVS) is applicable in both socio-cultural and individual levels. Schwartz (1992) derived values that describe national-cultural values and personal values differently from each other but also in relation, too. According to Schwartz (1994) value priorities constitute the core and even the most central point in the culture of a society, and expresses every aspect of the individuals‟ behaviors(Candan and Yuksel,2008:622). Schwartz‟s personal values scale has been tested/applied in more than 60 countries and in each country, on more than 200 participants. As a result of this, Schwartz‟s values scale has become applicable in several countries and utilizable in evaluating several attitudes and behaviors (Roccas et.al. 2002:790).

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Obedience: Restriction for behaviors that are harmful for others, limiting expectations (kindness, obedient, self-discipline, respect for parents and old, honoring elders) Security: Security, harmony, stability in society, trusts in relations (family security, national security, social order, responding to benevolence, cleanness).

1.2. Consumption Values In today‟s competitive marketing environments, it is very important for businesses to understand consumer behaviors properly and forming marketing divisions accordingly. Consumption values model developed by Sheth et.al.(1991a) is one of the most up-to-date models that explain consumers preference processes. Consumption values theory utilized for the explanation of consumers‟ purchasing preferences suggests that consumers who have different values can be categorized and these values can be important motives in purchasing decisions(Pope,1998:125). This theory explains why consumers buy certain products or not, prefers one product over others and prefers one product by focusing on the consumption values. This theory can also be used for several product categories such as physical or not physical products, industrial goods and services (Sheth et. al., 1991b:159). According to consumption values theory, there five fundamental consumption values that affect consumers behaviors and preferences. These are “functional, conditional social, emotional and epistemic” values in sequence. Just one or all of these consumption values may affect consumer preferences at one time (Sheth et. al.,1991b:160). Figure 1. Consumption Values Affecting Consumer Preference Behaviors

Functional Value

Conditional Value

Social Value

Consumer Choices

Emotional Value

Epistemic Value

Source: Sheth et. al., 1991, p.160

Social Value: Social value is “the benefit perceived or obtained in relation to one or more social groups”. This obtained social benefit can be positive or negative depending on demographic, socio-economic and cultural (ethnic) groups (Sheth et.al.,1991a:38). Classes are considered as a hierarchical system that determines the position of people in a society and can be observed anywhere humans exist (Sheth et.al.,1991a:38). Social classes are generally determined according to “work, education and income levels”. Along with this, class division can also be made according to prestige, status and adopted values etc. (Myers and Bishop 1971:8). Reference group represents the group of individuals with whom a person can compare his values, attitudes and behaviors. In terms of marketing perspectives, reference groups may influence individuals‟ consumption preferences (Schiffman and Kanuk,1997:323). On the other hand, opinion leaders are important players in persuading consumers to purchase products via interpersonal interactions and oral communication (Sheth et.al.,1991a:47). Roger and Shoemaker (1971) describes opinion leaders as “individuals who has the ability to influence people‟s attitudes and behaviors in the desired ways”. Severin and Tankard(1979) states that opinion leaders are part of a small social group. Opinion leaders take the messages of media first, and then convey them to consumers (Chakravarthy and Prasad,2011:61). The assumption that the symbolic value a product has is perceived as a benefit by consumers has been widely accepted for a long time. Components such as “the meaning associated with the product and the image of the product” can be regarded as bases for the description of symbolic value. (Sheth et.al.,199a:42). Understanding



Functional Value: Sheth et.al. (1991a) describes functional value as “the benefit perceived or obtained from a condition‟s functional, pragmatic or physical performance”. Functional value can also be described as “the benefit obtained from the product related to its performance, reliability, price and soundness” (Xiao and Kim, 2009: 612). The assumption that preferences are made by taking functional value into account is derived from financial pragmatic theory. This theory suggests that preferences are made to obtain maximum benefit in a situation. A consumer who is about to decide to buy a product or not makes a decision by focusing on whether s/he needs the features of that product or not (Sheth et.al., 1991a:18).

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and evaluating symbolic values is much more difficult than that of functional value because symbolic value arises when individuals or groups associate the same meaning with a product and share the meaning. Therefore, in can be claimed that the concept of symbolic value arises as a result of a socializing process. Symbolic values are important for consumers to express themselves in the society because consumers perform a purchase behavior in accordance with their roles in the society (Wee and Ming,2003: 210-211). Emotional Value: Emotions usually emerge as a result of environmental incidents and takes shape in accordance with environmental conditions. For example, emotions can emerge as a result of physical changes such as quick breathing and a rise in the hearth rate (Bilgin,2001:102). In the framework of consumer behaviors, emotions can be described as feelings or emotional reactions against factors, such as conditions, products, advertisements, promotions and brands (Hawkins et.al.,1992:19). Emotional values are “benefits perceived or obtained from a product in relation to feelings and emotions”. This value is related to reactions consumers give against products (Xiao and Kim,2009:612). Emotional values can emerge in consumption preferences in positive ways such as “loyalty, nostalgia and excitement” and in negative ways such as “fear, anger and guilt” (Sheth et.al.,1991a). Epistemic Value: Epistemic value can be described as “the benefit perceived and obtained from the need and desire for curiosity, need for knowing and innovation” (Sheth et.al.,1991a). The search for innovation and variety are listed among the main motives of human behaviors in literature. Curiosity and the need for experiencing new things are explained in motivation theories as incentives existing in human nature. Therefore, it is widely accepted by marketing experts that consumers‟ purchase preferences are affected by the incentives of “innovation and searching for variety”. As a result of studies conducted, it has been observed that consumers‟ behaviors of changing brands, search for variety, tendency for trying products are associated with exploratory purchasing behaviors (Sheth et.al.,1991a:63). When consumers who have tendency for innovative purchasing are examined, it has been found that these customers have exploratory tendencies and are searching for variety (Hirschman,1980). Innovativeness can be considered as the most prominent incentive factor in consumer behaviors having exploratory tendencies. Hoyer and Ridgway (1984) have examined behaviors of consumers who are searching for variety in the context of exploratory purchasing theory. In this regard, it has been determined that the behavior of changing brands or products derives from the search for variety and innovativeness (Hoyer and Ridgway,1984:118). Schiffman and Kanuk(1997) states that the behavior of searching for variety emerges, especially in technological products, as the tendency for innovative purchasing (Schiffman and Kanuk,1997:129). The people who prefer using new products usually like changing brands. Moreover, it has been found that these consumers are willing to pay more price to use new products (Katz and Lazarsfeld,1955; Sheth et.al.,1991a; Schiffman and Kanuk,1997).

1.3. Environmentally Friendly Products Market The products that do less harm to nature and humans and can be recycled or reused are considered as environmentally friendly products. Ottman(1993) describes environmentally friendly products as “the products that harm the environment less” (Ottman,1993). Environmentally friendly products, in a broader sense, can be defined as doing no or the least harm to nature, humans and animals during its production or consumption and does not contain any waste material either in its package or in itself (Elkington et.al.,1990;Moisander,2007). In the heterogeneous marketing contexts, one of the differentiating consumer groups is consumers who are purchasing environmentally friendly products. In the studies conducted, it has been observed that the consumption preferences of consumers who pay attention values such as the protection of environment and



Conditional Value: In terms of consumer behaviors, the common points in the description of conditional factors are time and place. The influence of conditional factors on human behaviors was formerly studied in the field of psychology and later, in 1970s, it was studied in marketing discipline. The most comprehensive studies carried out on this issue belongs to Belk(1974,1975,1976) and Lutz-Kakkar(1975) (Reingen,1976:130). In the light of the findings collected, it was found that consumer behaviors are influenced by individuals‟ interactions with the conditional factors (Belk,1974:427). “Time, place and context” are regarded as the basic determinants for the description of conditional factors (Hansen,1972;Belk,1974:428). In this context, Sheth et.al. (1991a) described conditional value as the benefit perceived or obtained in a certain condition the person making a preference comes across. The benefit that is provided by conditional value derives from exterior factors because the factors changing the consumers‟ behaviors and influencing their purchase decisions emerges as a result of a condition caused by exterior environment. Consumers‟ conceptions of conditional value generally cannot be known before a condition that will change the behavior emerges. In some situations such as fests, celebrations etc., consumers are aware of the conditional value that the product they buy will provide them. (Sheth et.al.,1991a:69).

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nature differs from other consumers‟ preferences (Grunert and Juhl,1995; Karp,1996; Stern et.al.,1999;Schultz and Zelezny,1999; Dietz et.al,2002; Schultz et.al.,2005;). Environmentalist consumers prefer products that do less harm to nature and utilizes natural resources more fruitfully (Kalafatis et.al.,1999:442). With the influence of factors, such as the increase in the global warming, sea and air pollution and the rapid decline of natural resources, the idea of environmentalist consumption is becoming more popular all around the world (Schultz et.al.,2005). Many companies foreseeing the green market, which is also seen as niche market, to expand in the upcoming years are in an effort to develop and market environmentally products (http://www.dunya.com/yesilpazarlama-altin-caginda-174363h.htm). In 2012, European Union Commission has carried out a field study related to the environmentally product purchasing behaviors of consumers in Europe. According to findings revealed by the study, 26% of European consumers buy environmentally friendly products and 55% of these consumers believe that environmentally friendly products has a quality level that is worth their price. Moreover, it was found out that 66% of European consumers believe that they do less harm to environment when they use environmentally friendly products (European Commission,2013). In Turkey, a “Green Consumption Study” was carried out in 2012 to assess consumers‟ behaviors and expectations about environmentalist consumption and their purchasing habits. The findings show that half of the consumers associate the concept of environmentally friendly products with “recycling” and the greenest products for these consumers are recyclable pockets, white goods and recyclable packages. It was observed that 13% of the participants in the study use environmentally friendly products all the time and the consumers using environmentally products are mostly from the high income group (Plastic and Package Magazine, 2013). 2. PURPOSE AND LIMITATIONS The aim of this study is to determine the relationship between consumption values and personal values of consumers who use environmentally friendly products. The scope of application area is limited to members of TEMA foundation (The Turkish Foundation for Combating Soil Erosion, for Reforestation and Protection of Natural Habitats) who are environmentalist people. For this reason, the results of the study can be valid only for this population. 3. RESEARCH METHODOLOGY 3.1. Sampling Process The population consists of consumers who buy environmentally friendly products in line with the purpose of the study. Because of the difficulties in designating such a population/sample, the main body of the population/sample is members of environmentalist foundations so that this sample will provide insight on the issue. In this regard, the scope of application area of the study consists of people who are over 18 years old and members of one of the most active and prominent foundations, TEMA ((The Turkish Foundation for Combating Soil Erosion, for Reforestation and Protection of Natural Habitats). The sample group is environmentalist people over 18 registered to TEMA foundation in Marmara region. For the study, a sample of 500 people was chosen with the method of random sampling. After determining the 500 people for the sample by using a random numbering on Excel, these people were communicated. The data was gathered from the participants by face to face survey method. Out of the sample of 500, 453 people were available to be surveyed in months March and April. After the surveys were gathered, 420 of them were found appropriate for analysis. 4. DATA COLLECTİON METHOD AND TOOLS The required data for the study was collected by survey. Schwartz‟s Values List (SVS) was used to determine participants‟ personal values. 5 values in the self-transcendence- self-development dimension was considered appropriate to be used (Schultz et.al.,2005:459;Karalar and Kiracı,2010:84). The personal value dimensions used are “power, success, hedonism, universalism and benevolence”.

In the survey, to determine consumers‟ consumption values, the consumption values (functional, social, conditional, epistemic and emotional) scale developed by Sheth, Newman and Gross (1991) was utilized. Firstly a focus group study was conducted to form consumption values related to environmentally friendly products. With the 8 volunteer TEMA members who participated in this focus group study, consumption values related to environmentally friendly products were to be determined. At the end of the focus group study and in the light of other studies (Sheth et.al.,1991a; Yaşin 2007; Xiao and Kim,2009, Lin andHuang,2012, et.al.2010), consumption values were formed with the collected data.


According to the importance attached to values chosen in compliance with Schwartz‟s (1992)original scale, participants made an assessment on a scale between “-1 and 7”. On this scale meanings represented by numbers are as following: -1 in contrast with my principles, 0 insignificant, 1,2 not important, 3 important, 4,5 quite important, 6 very important and 7 absolutely significant.


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In the part of consumption values scale, participants expressed, for each value dimension, their degree of agreement with the statements given them by using 5 point likert scale: I don‟t agree at all(1), I don‟t agree(2), I am not sure(3), I agree(4) and I strongly agree(5). In the last part of the survey, the variables related to consumers‟ demographic features are presented. 4.1. Research Model

PERSONAL VALUES Power Universalism Hedonism Achievement Benevolence

H1

CONSUMPTION VALUES Functional Value Social Value Emotional Value Conditional Value Epistemic Value

Figure 2. Research Model 4.2. Research Hypothesis: H 1: There is a significant relationship between the personal values adopted by consumers buying environmentally friendly products and the consumption values they attach importance in environmentally friendly products. 5. THE ANALYSIS AND FINDINGS The data collected by survey were analyzed in SPSS 20 software. The results obtained by the analysis are given below: According to data collected with regard to demographic variables, 64% of the respondents are female and 36% are male. 54% are single and 46% are married. The majority of participants are young. 24% of participants are 18-25 years old, 34% are 26-34, 30% are 36-45, 7% are 46-55 and 5,2% are over 55. In terms of educational status, majority of participants (68%) are university graduates. 13% are high school graduates, 19% are master and doctorate (post graduate) level. 25% of participants have 2001-3000 TL income, 32% 3001-4000 TL, 25% 4001-5000 TL and 18% over 5000 TL. In terms of occupation, majority of respondents (34%) are teachers and academicians working in education sector and 30% are students.

Table 1. Factors of Personal Values Factor Variance Cronbach’s Eigenvalue Loadings percent Alpha 22,859 6,172 0,839 1. Factor: Universalism ,725 Protecting the environment ,926 Living friendly with natura ,932 Peace at the world ,935 Serenity at the world ,935 Justice for all society Living without being harmful fort he ,897 environment 18,641 5,033 0,952 2. Factor: Benevolence ,559 Respond to favour ,768 Being Helpful ,781 Having real friendship



5.1. Results of Factor Analysis Related to Personal Values A five dimensional scale that consists of 27 variables was used for the analysis of personal values. Before the application of factor analysis, a KMO-Barlett Sphericity Test (KMO and Bartlett's Test of Sphericity) was conducted and a score of 0,781 was obtained. According to this, the personal values scale has an acceptable validity. According to Cronbach Alpha Parameter test applied with regard to the reliability of personal values scale, Cronbach alpha parameter was found 0,698. This value was taken as 70% and the scale can be regarded as reliable. Factor analysis was conducted to eliminate the insignificant and not informative variables that are in the personal values scale. 5 factors were obtained in the personal values scale by factor analysis.

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Having responsibility Society problems Being moderate Being honest 3. Factor: Hedonisim Having pleasure things(foods, music etc.) Living delightedly Having enjoyable life Following demands greatly 4. Factor: Power Being rich Having power on society Having status 5. Factor: Achievement Being respectful person Image in society Being best in everything(job, school, etc) Being successful

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,776 ,774 ,870 ,869 13,146

3,549

0,926

12,153

3,281

0,662

10,272

2,774

0,697

,860 ,925 ,920 ,842 ,798 ,900 ,865 ,910 ,846 ,599 ,560

By factor analysis, 5 fundamental factors were obtained for personal values scale. These are universalism, benevolence, hedonism, power and success in sequence. The number of cumulative variance that values express equals to 81,77% of the total variance. The variables “being open-mindedness, passionate and bossy in business life” listed in the survey were eliminated because factor loads related to these variables were too low and could not be gathered under any factor dimension. 5.2. The Results of Factor Analysis Related to Consumption Values In the study survey, a scale consisting of 5 dimensions and 36 variables was used to determine consumption values. According to the results of KMO and Barlett tests (KMO and Bartlett's Test of Sphericity), it was found that consumption values scale has a validity level of 0,812. From the Cronbach alpha test conducted for reliability analysis, a parameter of 0,708(coefficient) was obtained.


Cronbach’s Alpha 0,665

0,643


Table 2. Factors of Consumption Values Factor Variance Eigenvalue Loadings percent 21,224 7,841 1. Factor: Functional Value Green products are produced in high,893 technology Green products are safer than ,777 traditional products ,947 I always prefer recycling-products ,932 Green products have good quality. Green products’ materials(plastic, ,941 wood, glass etc.) are important for me. Green products have equal price to ,574 their quality I don’t suspect green product’s ,764 performance Green products are more economical ,603 than traditional products 18,726 5,581 2. Factor: Emotional Value When I buy green product, I feel that I ,922 am a good person When I buy green product, I feel that I ,959 do right behavior When I buy green product, I think I ,974 will be better person for environment ,965 When I buy harmful product for

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environment, I feel bad When I buy less harmful product for environment, I feel better When I buy green product, I feel I am right. 3. Factor: Conditional Value If only there is a sales promotion on green products, I buy green product If only there is a green product stand, I can buy green product Because of global warming and global pollution of sea,air etc., I prefer green products. 4. Factor: Epistemic Value Green products are more innovative than the traditional ones Green products have more creative things than the traditional ones. Green products can solve some pollution problems I think there will be much more green products in the future 5. Factor: Social Value Green products influence my image in a good way When I buy green product, I can influence other people When I buy green product, I can be role model for my family and friends

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,963 ,955 15,414

4,749

0,558

9,151

3,294

0,773

6,607

2,379

0,773

,709 ,674 ,512

,933 ,965 ,959 ,889

,820 ,793 ,639

As a result of factor analysis, 5 factors consisting 25 variables were obtained for consumption values scale. 11 of the variables listed in the study survey were eliminated. The factors are functional, emotional, conditional, epistemic and social values in sequence. That the total variance of consumption values scale is at the level of 71,12% shows that this scale is sufficient in evaluating the desired results. 5.3. Analysis of the Relationship between Personal Values and Consumption Values Canonical correlation analysis was carried out to determine the mutual and multiple relationships between personal values and consumption values. Personal values constitute the measure variables of the study, while consumption values constitute the predictor values. Since the minimum value in personal values scale is 5 for personal values and consumption values, 5 functions were obtained.

Canonical Function

0,517 0,386 0,166 0,079 0,036

0,267 0,148 0,027 0,006 0,001

0,602 0,821 0,965 0,992 0,999

209,975 81,313 14,732 3,131 0,547

25 16 9 4 1

P(Sig.) 0,000 0,000 0,099 0,536 0,459

When Table 3 is examined, there are 2 functions whose correlation parameters are significant for personal values and consumption values data sets. For first and second functions, “the significance levels are “p=0,00;p