Ecological consumer behaviour: review and suggestions for future research

Abstract

research data indicate that I n early seventies marketing was considered as an activity rather unfriendly to the environment. It has been criticized as a contributing factor to what is known as overconsumption. Overconsumption is considered as responsible for certain aspects of environmental degradation of today. In nineties facing the crisis and protecting the environment is the name of the game. ABSTRACT there is a rather contradictory picture of consumer views. In U.S.A 70% to 90% have suggested that they are concerned with or influenced by the environmental impacts of their purchases (Chase and Smith, 1992; Cramer, 1991). In a A.). Waiter Thompson survey in 1990 (Shrum, et aI., 1995) 82% of the respondents supported that they would be willing to pay 5% more for a product that was environmentally friendly, while the previous year that part was only In this paper a literature review on Ecological Conscious Consumer (E.C.C.) and his/her behaviour is presented. A taxonomic synopsis of the findings is appeared in a detailed table. The data analysis leads to the conclusion that several important differences exist. Most of the studies have focused on fragmentary aspects of E.C.C. A theoretical framework is proposed, as an attempt to meet the challenges of such a research effort. The dimensions of this framework are also discussed. Future research may undertake the task to provide data within this holistic and multidimensional approach.

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