Index of Paper Presentations for the Parallel Sessions - Academy of ...

about environmental quality mainly because they held the belief that a degraded environment poses a threat topeople's health. Third value orientation expresses environmental concern in terms of self-interest. Finally,environmental concern is considered as a function of some deeper cause, such as underlying religious beliefs or postmaterialisticvalues.Besides holding the environmental concern McIntosh (2009) emphasized upon stewardship also and considers themas a part of individually held value termed as Consumer Environmentalism,The value ―consumerenvironmentalism‖ was proposed as cumulative total of three sub factors i.e. Personal environmentalism, SocialEnvironmentalism and Environmental Advocacy, which in turn, drives consumers‘ attitudes towardsenvironmentally friendly products. The domain of personal environmentalism captures the likelihood that anindividual will make environmentally conscious decisions when the outcome of that decision has a direct impact ontheir immediate environs or physical person. It includes decisions oriented toward personal choice, like where toshop and how much to pay for eco-friendly products. Social Environmentalism intend to capture the strength of aconsumer‘s beliefs about society‘s role in considering and protecting the environment through environmentallyconscious behavior. It basically reflects how strongly an individual feels about society‘s role in makingenvironmentally conscious consumption decisions. Environmental Advocacy relates to the likelihood that anindividual will make an effort to influence others‘ behavior. It encompasses the items related to typical advocacybehaviors, such as encouraging others to change their behavior, boycotting, donating money and lobbying. Itconstrues how actively an individual consumer is willing to engage in behavior to encourage others to act in proenvironmentalways. It appears that environmental advocacy can actually be construed as the behavioral componentof environmental consciousness.General attitude which precedes more specific attitudes, intentions, and behaviors is also indicated as importantaspect of understanding environmental consciousness. Previous researches have indicated that various environmentfriendly behaviors have their own predictors. General environmental attitude may be expressed as an individual‘slevel of concern or interest regarding aspects of environmental, ecological or energy-saving phenomenon (Shrum etal., 1995). It basically reflects an individual‘s ecological worldview encompassing humans‘ relationship with nature,which has been found to be an antecedent to pro-environmental behavior (Stern, 2000).