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Investigating consumer knowledge of global warming based on Rogers' knowledge stage of the innovation decision process
Author(s) -
Dos Santos Maria A.O.
Publication year - 2012
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2011.01069.x
Subject(s) - global warming , consumption (sociology) , population , greenhouse gas , business , marketing , process (computing) , order (exchange) , climate change , computer science , sociology , ecology , social science , demography , finance , biology , operating system
Consumers' aggregate contribution to global warming is significant when their demand for goods and services and their own personal consumption behaviours are taken into account. The purpose of this study was to determine consumers' knowledge of global warming issues. Primary data was collected using a specially designed questionnaire that incorporated statements relating to the knowledge stage of Rogers' innovation decision process. The results revealed that consumers were aware that human activities contributed to this phenomenon and gaps existed in their knowledge about its causes and consequences. Demographic comparisons based on gender, age, population group and education revealed that different global warming knowledge needs of consumers could probably be distinguished by population group although further research in this area is needed. If the emission of greenhouse gases is to be reduced, consumers need to be knowledgeable about global warming causes and consequences in order to adopt the innovation and participate in mitigation measures. Relevant gaps in consumers' global warming knowledge needs to be addressed by relevant stakeholders in their communications to the relevant target market.