A Multiethnic Comparison of Predispositions toward Ecological Conscious Consumer Behavior
Document Type
Conference Proceeding
Conference Track
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
Publication Date
2012
Abstract
This study is a multiethnic comparison of individuals’ inclinations to engage in ecological conscious consumer behavior. Environmental concern, judgments in the ability of the individual consumer to influence environmental resources, beliefs about global warming, and intentions to buy green products served as constructs of comparison. Analysis of variance and simultaneous stepwise multiple regressions analyzed data collected through an online questionnaire of 454 adult consumers. Results show significant differences between ethnic/racial groups on all but the second construct. Asian respondents rated highest on all measures, followed by Hispanic, White, and Black respondents, and illustrated the moderating role of ethnic identification on the relationships between the constructs. This exploratory study suggests the need for further multicultural analysis of pro-environmental behavior to reflect the diverse U.S. consumer population.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Parker, Brian T., "A Multiethnic Comparison of Predispositions toward Ecological Conscious Consumer Behavior" (2012). Association of Marketing Theory and Practice Proceedings 2012. 10.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2012/10
