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Motivations behind green consumption and the influence of environmental consciousness on consumer behaviour

Motivations behind green consumption and the influence of environmental consciousness on consumer... This research aims to analyse the extent to which the motivation behind green consumption and the level of environmental consciousness influences intentions to consume green products and services. Explanatory and quantitative research was performed using an experimental methodology. The results reveal no significant influence on green consumption through social motivation (selfishness) compared with environmental motivation (altruism). Moreover, the greater the consumer's level of environmental consciousness, the higher their intention to use green products and services. Thus, it can be inferred that consumers with higher levels of environmental consciousness transform intention into behaviour. Keywords: green consumption; environmental consciousness. consumer behaviour; motivation; Reference to this paper should be made as follows: Arruda Filho, E.J.M., Cardoso, B.L. and Barboza, M.N.L. (2017) ` and the influence of environmental consciousness on consumer behaviour', Int. J. Innovation and Sustainable Development, Vol. 11, Nos. 2/3, pp.291­308. Biographical notes: Emílio José Montero Arruda Filho was awarded his PhD in Marketing and E-commerce from the University of Bergamo, Italy in March 2009. He has published in the areas of hedonic vs. utilitarian consumer values in mobile telecommunications, including papers in several International Journals about this thematic. In 2007 and 2008, he was a Visiting Researcher at the http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Innovation and Sustainable Development Inderscience Publishers

Motivations behind green consumption and the influence of environmental consciousness on consumer behaviour

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Publisher
Inderscience Publishers
Copyright
Copyright © 2017 Inderscience Enterprises Ltd.
ISSN
1740-8822
eISSN
1740-8830
DOI
10.1504/IJISD.2017.083298
Publisher site
See Article on Publisher Site

Abstract

This research aims to analyse the extent to which the motivation behind green consumption and the level of environmental consciousness influences intentions to consume green products and services. Explanatory and quantitative research was performed using an experimental methodology. The results reveal no significant influence on green consumption through social motivation (selfishness) compared with environmental motivation (altruism). Moreover, the greater the consumer's level of environmental consciousness, the higher their intention to use green products and services. Thus, it can be inferred that consumers with higher levels of environmental consciousness transform intention into behaviour. Keywords: green consumption; environmental consciousness. consumer behaviour; motivation; Reference to this paper should be made as follows: Arruda Filho, E.J.M., Cardoso, B.L. and Barboza, M.N.L. (2017) ` and the influence of environmental consciousness on consumer behaviour', Int. J. Innovation and Sustainable Development, Vol. 11, Nos. 2/3, pp.291­308. Biographical notes: Emílio José Montero Arruda Filho was awarded his PhD in Marketing and E-commerce from the University of Bergamo, Italy in March 2009. He has published in the areas of hedonic vs. utilitarian consumer values in mobile telecommunications, including papers in several International Journals about this thematic. In 2007 and 2008, he was a Visiting Researcher at the

Journal

International Journal of Innovation and Sustainable DevelopmentInderscience Publishers

Published: Jan 1, 2017

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