The huge population of China, together with its rapid economic growth, has created problems of exhaustion of resources and environmental pollution, which not only harm the Chinese but the rest of the world as well. Studying the underlying forces of environment-related behaviours at
all levels in China is very important. An awareness of resource conservation and environmental protection has gradually emerged in China. Nevertheless, consumers’ poor environmental consciousness is a major obstacle for China to build an environmentally-friendly society. Consolidating
the experience of research in developed countries, a survey of 1392 Chinese consumers was conducted to explore the determinants of ecologically conscious behaviour (ECB) through an extended knowledge-attitude-practice (KAP) model. Results of the analyses showed that some socio-psychological
factors have impacts on consumers’ ECB. Specifically, affection for resource conservation and environmental protection (eco-affection) and social responsibility consciousness have direct effects; eco-awareness has indirect effects; and eco-knowledge and materialistic values on consumption
have both direct and indirect effects on consumers’ ECB. These findings provide important public policy implications for government and NGOs to guide consumers to engage in ECB.
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ecologically conscious behaviour;
Document Type: Research Article
Business Administration College, Zhejiang University of Finance & Economics, Hangzhou, China
Department of System Engineering & Engineering Management, City University of Hong Kong, Hong Kong, China
Department of Management & Marketing, The Hong Kong Polytechnic University, Hung Hum Kowloon, Hong Kong, China
Publication date: September 1, 2013
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