Development of a green consumer behaviour model

Abstract

Research on the background of green behaviour has indicated that the relationship between its antecedents and behavioural consequences is complex and constitutes a challenge for both academics and marketers. Thus, this study aims to explore the link between environmental values, attitudes and behaviours, as well as to develop and test a model that could be valid and applicable to a set of consumers living in different countries. The research examines the perceptions of a sample of 1175 consumers from England, Germany, Portugal and Spain. A model was developed to test the relationships between concepts such as man–nature orientation, generativity, environmental concern, conserving behaviour and environmentally friendly buying behaviour. Structural equation modelling was performed to assess the significance of those linkages. The results obtained confirm the relationship between attitudes and behaviours as the construct conserving behaviour appears to influence buying behaviour, and suggests some measures which may be implemented in simultaneously testing education concepts across audiences in different countries.

Environmental Behavior: A Comparative Study Between Brazilian and Portuguese Students

“…The balance of nature is very delicate and can easily be disturbed. The results of factors suggest a good level of concern and environmental attitude, in accordance with the result of the considerations presented by Paço et al (2013aPaço et al ( , 2013b. Such result indicates that environmental concerns of the Portuguese nationals does not differ much of that expressed by the Spanish, German and English ones, a result that was also found by the European Commission (2013) and Vicente-Molina et al (2013).…”

“…In relation to the Environmental Concern, the Mann-Whitney test showed that the two groups were concerned about environmental issues, what is confirmed by the literature (EUROPEAN COMISSION, 2013; TAMASHIRO et al, 2013;VICENTE-MOLINA et al, 2013;PAÇO and RAPOSO, 2010;CARRUS et al, 2008;ARAGONÉS and AMÉRI-GO, 1991). Brazilian students, however, showed greater intensity on this concern (Mean Rank of Mann-Whitney = 518.57 [BR] and 410.29 [PT]), what is also reported in the literature (FRANZEN e VOGL, 2013;PAÇO et al, 2013a;PAÇO et al, 2013b).…”

“…Paço et al (2013aPaço et al ( , 2013b, in a research made with young Eng-Environmental behavior lish, German, Portuguese and Spanish consumers, found the positive influences of the environmental behavior on the purchasing process of European consumers. It was found that the level of environmental concern of the Portuguese, although being lower, does not differ much from other consumers that were surveyed (PAÇO et al, 2013a;2013b). Paço and Raposo (2010) researching Portuguese consumers concluded that environmental concerns do not always translate into an environmentally friendly behavior or a "green consumption" (consumption of environmentally friendly products).…”

“…Paço and Raposo (2010) researching Portuguese consumers concluded that environmental concerns do not always translate into an environmentally friendly behavior or a "green consumption" (consumption of environmentally friendly products). A survey carried out by the European Commission (2013) shows that the Portuguese consumers, when compared to other Europeans, are more likely to participate in separation and waste recycling programs, which goes against the evaluation of Paço et al (2013aPaço et al ( , 2013b on the lower environmental concern of the Portuguese.…”

“…The researches carried out by Paço et al (2013a;2013b), The European Commission (2013), Tamashiro et al (2013), Vicente-Molina, Fernández-Sáinz and Izagirre-Olaizola (2013) and Paço and Raposo (2010) show that, although people express concerns about the environment and show a tendency to present a pro-environmental behavior, its feasibility depends on the existence of an adequate infrastructure (appropriate public transportation or selective collection systems, for example), including cultural aspects as well as formal education.…”