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

may be some intervening variables that may serve as deterrent in projection of environmentally conscious consumerbehavior. For example, an individual may have an attitude that recycling is good, but unless one considers thatenvironmental issues are important or personally relevant, they are less likely to seek the information that will berequired in order to engage in recycling. Thus, the instances of certain variables which intervenes the impact ofenvironmental consciousness on required pro-environment behaviors are discussed next along with other relatedvariables.ENVIRONMENTAL CONSCIOUSNESS AND RELTED VARIABLESINTERVENING VARIABLESThough a direct relationship between environmental consciousness and pro-environmental behavior is possible, butthis is an oversimplification of a relationship. Stanley and Lasonde, 1993 studied the effect of environmental issueinvolvement on both overall and specific types of environmentally-conscious behavior, including consumerbehavior, and found that those highly involved with environmental issues are found to evaluate the true merits of anyparticular behavior, and engage in different set of environmental behaviors including purchase, consumption, anddisposal than those who are less involved in environmental issues. So, they engage in those behaviors that requiresome sort of specialized knowledge or where barriers to action are information based.In their study to examine the determinants of consumer‘s pro-environmental behavior H‘Mida, Chavez and Guindon(2008) proposed a model (fig.1) to establish the link between environmental consciousness, ecological buyingbehavior, and willingness to pay a higher price for a green product. It was suggested that if a consumer isenvironmentally conscious, he or she could be more willing to pay a higher price for the green product. On thecontrary, even if one is environmentally conscious, but for the lack of willingness to pay a higher price, it may notresult into expected