The link between green purchasing decisions and measures of environmental consciousness

TLDR

Traditional segmentation variables such as socio‑demographics and personality traits are limited for characterizing green consumers. The study investigates whether variables specific to environmental consciousness better explain consumers’ pro‑environmental purchasing behavior. The authors analyze two conceptualizations—general green purchasing behavior and specific habits across five green product categories—using data from marketing students and the UK general public. Environmental consciousness measures are closely linked to environmentally responsible purchasing, though the strength of these relationships varies by sample type, purchasing domain, and product category.

Abstract

A review of the literature suggests that traditional segmentation variables (socio‐demographics) and personality indicators are of limited use for characterizing the green consumer. Explores the extent to which variables, specific to environmental consciousness, are better able to explain consumers’ pro‐environmental purchasing behaviour. Two conceptualizations of the purchasing domain are addressed, namely general green purchasing behaviour and specific purchasing habits relating to five green product categories. Two data sets are used in the analysis, namely marketing students and members of the United Kingdom general public. Suggests that measures of environmental consciousness are closely linked to environmentally‐responsible purchasing behaviour, although the strength of the relationships varies according to sample type, the conceptualization of the purchasing domain and the particular product category at issue.