Consumer ecological concern and adaptive behavior
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 1
Abstract
Consumer concern with the environmental problems and the related adaptive behavior have been investigated. For purposes of analysis the respondents are categorized into high concern and low concern groups on the basis of the degree of concern expressed by the respondents. Differences between the groups were analyzed in relation to the following consumer response variables: (1) attitudes towards pollution control; (2) pollution related message recalls; (3) believability of corporate pollution related advertisements; (4) purchase intentions of non-polluting products under different conditions of adaptive behavior; (5) willingness to make monetary and convenience sacrifice in buying non-polluting products; and (6) non-polluting product purchase recalls. Data analysis leads to the following conclusions: respondents in general do not consider that the dangers of pollution are exaggerated; respondents in both the groups expressed more willingness to adapt or change their behavior in situations involving socio-psychological, convenience and economic variables than product quality variable; and the two groups significantly differed with regard to the number of non-polluting product purchases recalled.
Keywords
Adaptive Behavior, Purchase Intention, Ecological Problem, Business Enterprise, Marketing Management
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