Ecological consumer behaviour: an empirical analysis

TLDR

Consumers increasingly choose ecological products for health and environmental reasons, are willing to switch away from polluting brands, and firms recognize the need to align products with these attitudes. The study investigates whether environmental attitudes predict ecological consumer behavior. The authors developed a three‑dimensional model of environmental attitudes (emotional, cognitive, conative) and tested it with a survey of 573 respondents using factor analysis and structural equation modeling. Environmental attitudes significantly influence ecological behavior, enhancing understanding of consumer feelings and key attitude drivers.

Abstract

Abstract Increasingly, consumers choose ecological products when they do the shopping, not only because it is a healthier option but also because it helps to sustain the environment for future generations. They are prepared to switch products for ecological reasons and stop buying products from companies that cause pollution. Firms and other economic institutions are aware of the importance of reflecting these attitudes towards the environment in developing their products. This paper is focused on environmental attitudes as meaningful predictor of ecological behaviour. A three‐dimensional approach to this variable has been developed, which addresses its emotional, cognitive and conative components. A random sample survey of 573 individuals was used to verify the conceptual model and framework. This model was assessed initially by principal factor analysis and subsequently, by structural equation modelling. Findings of this study showed that environmental attitudes have a significant effect on ecological behaviour. This research improves our understanding of how consumers feel and what attitudes best define their way of behaving in relation to environmental problems.