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



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.

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Digital Commons@Georgia Southern License

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