Over the past three decades, the Environmental Conscious Consumer Behavior (ECCB) has increased in a progressive manner (Follows S.B, Jobber D, 2000). The ECCB is defined for this study as one who purchases products and services which he or she perceives to have a positive (or less negative) impact on the environment. Despite evidence to suggest that society is increasingly sympathetic towards the environment; many Environmental Friendly (EF) products have not achieved the expected level of market success (Wong et al., 1996; Aspinall, 1993). Therefore it is beneficial to marketers in Sri Lanka to know whether there is any relationship between ECCB and environmental attitudes. The dimensions used to measure environmental attitudes are: Perceived Consumer Effectiveness (PCE), Environmental concern, Liberalism and Alienation. PCE is a measure of the subject’s judgment in the ability of individual consumers to affect environmental/ resource problems (Antil, 1978 quoted by Roberts, 1995). Liberalism is a political orientation that favors social progress by reform and by changing laws rather than by revolution (Roberts, 1995). Environmental concern is a measure of the individual’s concern for the environment (Roberts, 1995). Alienation is a feeling of isolation from one’s community, society, and/or culture (Middleton, 1963).The person who buys the highest amount of consumer goods in households in Kotte electorate area was taken as the unit of analysis for the study. The total sample size was randomly chosen and fixed at two hundred. All the constructs were measured by using five point Likert-type format anchored by “always true” (5) and “never true” (1) as relevant to the given behavior. A standard questionnaire developed by Roberts J.A. (1995) was adopted for data collection. However, the validity and the reliability of the measurement scales were tested. The association between environmental attitudes and ECCB was tested by using Pearson correlation. The results disclosed that environmental attitudes have positive and significant relationship with ECCB while Perceived Consumer Effectiveness has a strong positive correlation with ECCB than other dimensions.
Key Words: Environmental conscious consumer behavior, Environmental attitudes, Perceived consumer effectiveness, Environmental Concern, Liberalism, Alienation.
Department of Marketing Management, University of Sri Jayewardenepura, Sri Lanka