Revisiting Consumer Environmental Responsibility: A Five Nation Cross-Cultural Analysis And Comparison Of Consumer Ecological Opinions And Behaviors

Abstract

Cross-cultural marketing of consumer products and services has become an integral part of the mainstream strategic thinking of multinational consumer products firms. These firms must increasingly address ecological concerns of the individuals comprising the various global market segments where these products will be marketed. Green Marketing has thus become a hot topic for both producers and consumers across cultures. This study investigates how consumers across cultures feel about the environment, whether it makes sense to stress green marketing to consumers in other cultures if they are not environmentally sensitive, and whether there are rudimentary differences in ecological attitudes based on cultural origins. The paper compares consumer attitudes toward the environment to determine whether major differences do exist among cultures. Sample data of 459 consumers was gathered from five countries (Azerbaijan, Italy, Spain, the United States and Venezuela) and was analyzed. Factor analysis was performed to indicate dimensions of environmental responsibility. ANOVA was used to see if differences exist between cultures with regard to the various dimensions. Environmental responsibility is characterized by awareness of environmental problems, knowledge of remedial alternatives best suited to alleviate those problems, skills needed to pursue those actions, and a possession of a genuine desire to act.