Understanding the Green Consumer: An Empirical Analysis

This study presents and examines a model of the determinants of green consumption behaviour. Specifically, it examines the characteristics of altruism, risk aversion, environmental concern, price consciousness, knowledge, ethnocentrism, locus of control, attitudes, involvement and income and their relationship with behavioural intentions and actions. It is the first study to examine the effects of ethnocentrism on green intentions and behaviours. LISREL was used to test the hypothesised relationships based on survey data. Findings revealed that green intentions were significantly influenced by ethnocentrism, environmental concern, involvement and attitudes. Similarly, while involvement and environmental concern were significant in the determination of green behaviours, risk aversion also emerged as a notable variable. These findings are of practical value to marketers of green products, allowing them to determine factors that influence consumer ecological intentions and design marketing initiatives to address these requirements accordingly.