TY - JOUR
T1 - Effect of collectivist orientation and ecological attitude on actual environmental commitment : the moderating role of consumer demographics and product involvement
AU - LI, Ling Yee
PY - 1997
Y1 - 1997
N2 - Despite previous research efforts on mapping the demographic profile of a general conserving consumer, a review on the ecological concern literature shows that previous studies had limited success in explaining the social basis of ecological behaviour. An empirical study was carried out to ascertain the role of demographics in determining ecological purchase commitment. It examines the moderating role of consumer demographic characteristics and product involvement on the value-attitude-behaviour relationship in the context of health food consumption. The general pattern of findings supports the primary thesis of the research that the effect of collectivist orientation and ecological attitude on ecological commitment depends on the nature of the targeted consumer group. Essentially, people who are male, those who earn high income, and people who have high involvement in the health food category, engage in more extensive green-product-related information search, and purchase green products more frequently.
AB - Despite previous research efforts on mapping the demographic profile of a general conserving consumer, a review on the ecological concern literature shows that previous studies had limited success in explaining the social basis of ecological behaviour. An empirical study was carried out to ascertain the role of demographics in determining ecological purchase commitment. It examines the moderating role of consumer demographic characteristics and product involvement on the value-attitude-behaviour relationship in the context of health food consumption. The general pattern of findings supports the primary thesis of the research that the effect of collectivist orientation and ecological attitude on ecological commitment depends on the nature of the targeted consumer group. Essentially, people who are male, those who earn high income, and people who have high involvement in the health food category, engage in more extensive green-product-related information search, and purchase green products more frequently.
UR - http://www.scopus.com/inward/record.url?scp=84953366297&partnerID=8YFLogxK
U2 - 10.1300/J046v09n04_03
DO - 10.1300/J046v09n04_03
M3 - Journal Article (refereed)
SN - 0896-1530
VL - 9
SP - 31
EP - 53
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
ER -