Attributes of Environmentally Friendly Consumer Behavior

Implicit attitudes toward green consumer behavior

“…In Experiment 1, implicit attitudes toward the ecological brand were significantly more positive as 20 compared to those toward the traditional brand, whereas in Experiment 2 and the followup study implicit attitudes toward the ecological assortment did not differ from those toward the traditional assortment. These findings are contrary to expectations as they suggest that implicit attitudes toward environmentally friendly products are not as negative as could be expected on the basis of previous research and actual consumer behavior (Kardes et al, 1993;La Trobe, 2000;Roozen & De Pelsmacker, 1998). This implies that we did not find support for the hypothesis that positive explicit attitudes result from drawbacks of explicit measurement such as social desirability bias or 'rationalization' of introspectively inaccessible attitudes.…”

“…With respect to measurement problems in research on green consumer behavior, several authors (La Trobe, 2000;Roozen & De Pelsmacker, 1998) agree that people are motivated to hide their real attitudes and/or purchase patterns and falsely claim that they actually buy environmentally friendly products, in order to impress the researcher or to hide personally or socially undesirable behavior. Another source of bias is 'leading 5 questioning'.…”

Implicit Attitudes Toward Green Consumer Behaviour

“…In Experiment 1, implicit attitudes toward the ecological brand were significantly more positive as compared to those toward the traditional brand, whereas in Experiment 2 and the follow-up study implicit attitudes toward the ecological assortment did not differ from those toward the traditional assortment. These findings are contrary to expectations as they suggest that implicit attitudes toward environmentally friendly products are not as negative as could be expected on the basis of previous research and actual consumer behaviour (Kardes et al, 1993;La Trobe et al, 2000;Roozen & De Pelsmacker, 1998). This implies that we did not find support for the hypothesis that positive explicit attitudes result from drawbacks of explicit measurement such as social desirability bias or 'rationalisation' of introspectively inaccessible attitudes.…”

“…With respect to measurement problems in research on green consumer behaviour, several authors (La Trobe & Acott, 2000;Roozen & De Pelsmacker, 1998) agree that people are motivated to hide their real attitudes and/or purchase patterns and falsely claim that they actually buy environmentally friendly products, in order to impress the researcher or to hide personally or socially undesirable behaviour. Another source of bias is 'leading questioning'.…”

Profiling the Environmental Sustainability-Conscious (ESC) Consumer: Proposing the S-P-P Model

“…For instance, Straughan and Roberts (1999) suggested that a mixed model incorporating a range of both demographics and psychographics should be preferred to the traditional demographic profiling methods in examining environmental concern as a correlate of environmental behaviour because psychographic variables provide stronger profiles of green consumption. Similarly, Roozen and De Pelsmacker (1998) recommended that conjoint analysis should be used to test attitudes and behaviour because this method can provide information on where consumers stand on the perceived "environmentally friendliness" of specific behaviour. It is on the strength of these recommendations that the present authors conceptualize the S-P-P Model.…”