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Does Innovativeness Drive Environmentally Conscious Consumer Behavior?
Author(s) -
Englis Basil G.,
Phillips Diane M.
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20595
Subject(s) - realm , variety (cybernetics) , psychology , consumption (sociology) , consumer behaviour , dimension (graph theory) , sample (material) , marketing , social psychology , business , chemistry , sociology , computer science , social science , mathematics , chromatography , artificial intelligence , political science , pure mathematics , law
This study seeks to improve the predictive utility of the attitude–behavior link within the realm of environmentally responsible consumption by examining the role of consumer innovativeness as a mediator. A sample of over 1400 American consumers provided data regarding their attitudes about the environment, receptiveness to new and innovative ideas, propensity to adopt new products early, and likelihood of performing a variety of green behaviors. The evidence suggests that one dimension of consumer innovativeness mediates the link between environmentally conscious attitudes and behaviors: the general affinity for new ideas. Managerial implications of these findings are discussed.

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