The relationship between environmental concern and ecologically conscious consumer behavior among Cebu City urban household heads

• Main Author: Chaves, Mary Gretchen F.
• Format: text
• Language: English
• Published: Animo Repository 2003
• Subjects: Consumer behavior; Social classes; Environmental economics; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_doctoral/1
• Institution: De La Salle University

The contention that consumers with environmental concern (EC) predispose performance of ecologically conscious consumer behavior (ECCB) was tested in this study. Replicating two studies implemented on U.S. samples, this study investigated the relationship between EC (along with other psychographic and demographic variables) and ECCB. A survey was conducted in Cebu City among 492 urban upper- and middle class socioeconomic class household heads. An attempt was done to segment the green market in the country using demographic (age, sex, education, income) and psychographic (EC, perceived consumer effectiveness, altruism) variables as a priori segmentation bases. The results of a series of multiple regression analysis suggest that psychographic variables are better able than demographic variables in influencing the variance in the ECCB. An initial characterization of the green market segment was drawn. Aside from using EC and ECCB as composite measures, the correlations among the subscales of both variables were assessed. The results of the factor analyses and correlations analysis indicate that certain dimensions of EC correlated more strongly with certain dimensions of ECCB. Public and corporate policy, marketing and academic implications are discussed.