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

Role of family is particularly relevant, as it signifies the acute influence of family in the development ofenvironmental awareness and consequent responsible environmental behavior (Gronhoj,2006). Membership to aparticular social class influences the extent of environmental knowledge, and according to whether consumers arewhite or blue collar workers, former perceive them to be more informed about green issues (Diamantopoulos et al.,2003).There is a relation between political views and environmental consciousness. It has been found that individuals whoare liberal behave in more environmentally conscious than others (Hine and Gifford, 1991; Roberts, 1996)BEHAVIORAL OUTCOMESProgress towards solving environmental problems is likely to depend on ecologically conscious consumer behaviormore so than the simple environmental concern. From marketing perspective, the central issue is to understand theimpact of environmental consciousness on environmentally conscious consumer behavior. There are in fact differentaspects to understanding of environmentally conscious consumer behaviour.First, an individual may display and engage in number of environmental behaviours. Some individuals choose toengage in as many environmental behaviors as they have the opportunity to; others may choose to perform noenvironmental behaviors. Engagement in environmental behaviors may require some investment that may beobserved initially in terms of time, money and/or physical and mental effort. For example, buying "green" productsmay cost more; recycling takes time; and in general, most environmental behaviors are at least perceived to be moreexpensive. Therefore, even individuals those who appear to have positive attitudes toward the environment orenvironmental behaviors may not always engage in specific environmental behaviors since they may be choosing aportfolio of behaviors based on perceived benefits and costs (Stanley and Lasonde, 1996).Thus, it is required to study and look into a broad range of environmental behaviors to facilitate furtherunderstanding into these behaviors. If individuals choose from a portfolio of environmental behaviors, then differenttypes of environmental behaviors will show different relationships to variables that are likely to impact individuals'ability and motivation to evaluate the costs and benefits and actually perform the behavior.Secondly, to control environmental degradation, individuals may undertake non-purchasing behavior includingrecycling and political activities (Bohlen et al.1993). While recycling activities are generally carried out by large