Pro-Environmental Behavior of Consumers
Abstract
This paper reports the results of a survey on pro-environmental behaviour of consumers within the urban zones of Kosovo. The objective of the study is to explore consumers’ affordability to purchase environmentally friendly products based on the gender roles and investigates the correlation of the consumers who consider that such purchases contribute to the environmental protection including local participation at environmental movements regarding efficient energy use and water efficiency. Findings reveal that despite low-involvement of consumers to environmental movements on efficient energy use and water efficiency initiated by environmental non-governmental organizations, there remains a lack of empirical research on national institutional environmental initiatives to promote and motivate pro-environmental behavior of consumers and create informed citizenry. This research presents the opportunity for further exploration of dimensions regarding product related pro-environmental consumers’ behavior and motivation factors.
References
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[31] Warde, A. 2005. Consumption and theories of practice, Journal of Consumer Culture, 5(2):131-153 DOI:10.1177/1469540505053090
[32] Whitmarsh, L. and O’Neill, S. 2010. Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviors. Journal of Environmental Psychology, 30(3): 305-314. DOI:10.1016/j.jenvp.2010.01.003
[2] Akehurst, A., Afonso, C. and Martins Gonçalves, H. 2012. Re-examining green purchase behavior and the green consumer profile: New Evidences. Management Decision, 50(5): 972-988. DOI:10.1108/00251741211227726
[3] Bissing-Olson, M.J., Fielding, K.S. and Iyer, A. 2016. Experiences of pride, not guilt, predict pro-environmental behavior when pro-environmental descriptive norms are more positive. Journal of Environmental Psychology, 45: 145-153. DOI:10.1016/j.jenvp.2016.01.0010272-4944/
[4] Coelho, F., Pereira, M., Cruza, L., Simoes, P. and Barata, E. 2017. Affect and the adoption of pro-environmental behavior: A structural model. Journal of Environmental Psychology, 54: 127-138. DOI:10.1016/j.jenvp.2017.10.008
[5] D’Souza, C., Taghian, M., Sullivan-Mort, G. and Gilmore, A. 2015. An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of Strategic Marketing, 23(7): 600-615. DOI:10.1080/0965254X.2014.1001866
[6] Dincer, I., Midilli, A., Hepbasli, A. and Karakoc, T. 2010. Global warming. Engineering solutions. Green Energy and Technology, Springer Science and Business Media
[7] Dono, J., Webb, J. and Richardson, B. 2010. The relationship between environmental activism, pro-environmental behavior and social identity. Journal of Environmental Psychology, 20(2): 178-186. DOI:10.1016/j.jenvp.2009.11.006
[8] Ertz, M. and Sarigöllü, E. 2018. The Behavior-Attitude Relationship and Satisfaction in Proenvironmental Behaviour. Environment and Behaviour. DOI:10.1177/0013916518783241
[9] Forest, R.L. 1998. Environmental product differentiation: Implications for corporate strategy. California Management Review, 40(4): 43-73. DOI:10.2307/41165964
[10] Fraj, E., Martinez, E. and Matute, J. 2011. Green marketing strategy and the firm’s performance: the moderating role of environmental culture. Journal of Strategic Marketing, 19(4): 339-355. DOI: 10.1080/0965254X.2011.581382
[11] Glossary of Environment Statistics 1997. Studies in Methods, Series F, 67: New York. https://stats.oecd.org/glossary/detail.asp?ID=836
[12] Gordon, R., Carrigan, M., and Hastings, G. 2011. A framework for sustainable marketing. Marketing Theory, 11(2): 143-163. DOI: 10.1177/1470593111403218
[13] Grimmer, M. and Bingham, T. 2013. Company environmental performance and consumer purchase intentions. Journal of Business Research, 66 (10): 1945-1953. DOI:10.1016/j.jbusres.2013.02.017
[14] Mansvelt, J. and Robinns, P. 2011. Green Consumerism: An A-to-Z Guide. Sage Publications, Inc. Thousand Oaks, California
[15] Naderi, I. and Van Steenburg, E. 2018. Me first, then the environment: young Millennials as green consumers. Business Faculty Publications, 211. Available at: http://digitalcommons.fairfield.edu/business-facultypubs/211
[16] Pagiaslis, A., and Krontalis, A. K. 2014. Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5): 335-348. DOI: 10.1002/mar.20698
[17] Papadas, K.K., Avlonitis, J. G. and Carrigan, M. 2017. Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80: 236-246. DOI://10.1016/j.jbusres.2017.05.024
[18] Peattie, K. 2010. Green Consumption: Behavior and Norms. Annual Review of Environment and Resources, 35: 195-228. DOI: 10.1146/annurev-environ-032609-094328
[19] Peattie, K. and Crane, A. 2005. Green marketing: legend, myth, farce or prophesy? Qualitative Market Research, 8 (4): 357-370. Doi/10.1108/13522750510619733
[20] Prothero, A. 1990. Green consumerism and the societal marketing concept: marketing strategies for the 1990s. Journal of Marketing Management, 6(2): 87-103.
[21] Rodriguez-Ibeas, R. 2017. Environmental product differentiation and environmental awareness, Environmental & Resource Economics, 36: 237–254. DOI: 10.1007/s10640-006-9026-y
[22] Saleem, M. A., Lynne, E., Yaseen, A. and Low, D. 2018. The power of spirituality: Exploring the effects of environmental values on eco-socially conscious consumer behavior, Asia Pacific Journal of Marketing and Logistics, 30(4): 867-888. DOI:10.1108/APJML-10-2017-0259
[23] Simao, L. and Lisboa, A. 2017. Green Marketing and Green Brand – The Toyota Case, Procedia Manufacturing, 12: 183-194. DOI: 10.1016/j.promfg.2017.08.023
[24] Steg, L., Bolderdijk, J.W., Keizer, K. and Perlaviciute 2014. An integrated framework for encouraging pro-environmental behavior: The role of values, situational factors and goals. Journal of Environmental Psychology, 38: 104-115. DOI:10.1016/j.jenvp.2014.01.002
[25] Syaekhoni, A., Alfian, G. and Kwon, Y. 2017. Customer purchasing behavior analysis as alternatives for supporting in-store green marketing. Sustainability, 9(11): 1-22. DOI:10.3390/su9112008
[26] Talat, I., Ghulam, A. and Humaira, A 2018. Environmental CSR and pro-environmental behaviours to reduce environmental dilapidation: The moderating role of empathy, Management Research Review, DOI:10.1108/MRR-12-2017-0408
[27] Tam, K. and Chan, H. 2017. Environmental concern has a weaker association with pro-environmental behavior is some societies than others: A cross-cultural psychology perspective. Journal of Environmental Psychology, 53: 213-223. DOI:10.1016/j.jenvp.2017.09.001
[28] Trudel, R. 2018. Sustainable consumer behaviour, Consumer Psychology Review, 2(1): 85-96. DOI:10.1002/arcp.1045
[29] Van der Werff, E., Steg, L. and Keizer, K. 2013. It is a moral issue: The relationship between environmental self-identity, obligations-based intrinsic motivation and pro-environmental behavior. Global Environmental Change, 38 (5): 1258-1265. DOI:10.1016/j.gloenvcha.2013.07.018
[30] Vermillion, L. J. and Peart, J. 2010. Green marketing: Making sense of the situation. Allied Academies International Conference, Academy of Marketing Studies, 15(1): 68-72. Available at: https://search.proquest.com/openview/6bf66a6a728c1793e6b33c1e3988ca4a/1?pq-origsite=gscholar&cbl=38768
[31] Warde, A. 2005. Consumption and theories of practice, Journal of Consumer Culture, 5(2):131-153 DOI:10.1177/1469540505053090
[32] Whitmarsh, L. and O’Neill, S. 2010. Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviors. Journal of Environmental Psychology, 30(3): 305-314. DOI:10.1016/j.jenvp.2010.01.003
Published
2019-05-06
How to Cite
PODVORICA, Ganimete; UKAJ, Fatos.
Pro-Environmental Behavior of Consumers.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 1, p. 5-13, may 2019.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/3181>. Date accessed: 25 apr. 2024.
doi: https://doi.org/10.14505//jemt.v10.1(33).01.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.