This study explores the relationship between forest culture (FC) and sustainable consumption by applying the means-end chain (MEC) theory. Compared with general products, FC products are consumed from a value consumption perspective, and their benefits have varying impacts on individuals and society. This study uses MEC theory to link the preferred attributes of FC with the expected benefits and pursued values (PVs) of FC. We (1) identified the indicators of the expected benefits of PVs and preferred activities (PAs) of FC through factor analysis, (2) examined the relationships between these factors using MEC theory, and (3) validated the factors through structural equation modeling (SEM). We surveyed 1700 Koreans to explore how FC benefits, values, and activities relate to consumer behavior. Factor analysis divided PVs into symbolic, social, and consumption values and PAs into tourism–exploration, cultural–artistic, and living–leisure activities of FC. According to SEM analysis, the contributing characteristics of FC affect the PVs and, in turn, the PAs of FC, yielding an acceptable model fit (GFI > 0.9). Thus, the concrete attitudes of consumers toward FC were categorized via abstract concepts, which influenced their practical and behavioral attitudes. In conclusion, FC products should be developed with a focus on value consumption.

Globally, the importance of sustainable forest is increasing. The forest culture (FC) products are consumed from the perspective of value consumption unlike general products. The benefits contributed by FC products differ in terms of their impact on individuals and society. In this study, we investigated how the expected benefit of FC affects pursued values (PVs) and preferred activities (PAs) from the perspective of value consumption. We (1) determined the indicators of the expected benefit of PVs and PAs in FC and (2) examined the causal relationship among these factors using Means-End Chain theory. We also reviewed relevant literature and surveyed 1,700 Koreans to explore how FC benefits, values, and activities relate to consumer behavior. Factor analysis divided 11 and 19 indicators of PVs and PAs of FC, respectively, into three factors: “symbolic, social, and consumption value” and “tourism-exploration, cultural-artistic, and living-leisure activity.” The contributing characteristics of FC affect the PVs and, in turn, the PAs of FC. In other words, the concrete attitudes of consumers toward FC were categorized by abstract concepts and influenced their practical and behavioral attitudes. In conclusion, FC products should be developed with a focus on value consumption.