Analysis of the predictors of five eco-sensitive behaviours

Published date01 April 2014
DOIhttps://doi.org/10.1108/WJSTSD-08-2013-0031
Pages16-27
Date01 April 2014
AuthorNaz Onel,Avinandan Mukherjee
Subject MatterPublic policy & environmental management,Environmental technology & innovation
Analysis of the predictors
of five eco-sensitive behaviours
Naz Onel
Earth and Environmental Studies, College of Science and Mathematics,
Montclair State University, Montclair, New Jersey, USA, and
Avinandan Mukherjee
Department of Marketing, School of Business, Montclair State University,
Montclair, New Jersey, USA
Abstract
Purpose – The purpose of this paper is to examine five different types of eco-sensitive behaviours
separately and understand if determinants of these behaviours vary depending on the type of action
being performed.
Design/methodology/approach – The study investigates factors influencing five different eco-sensitive
behaviours by empirically testing the effects of socio-economic status (SES), gender, age and environmental
values. Theoretically guided hypotheses and models were formulated and tested with multiple linear
regression models by employing a data set from the National Opinion Research Center (NORC) 2010 General
Social Survey.
Findings – Results conclude that different types of behaviour have different predictors. While age
differences only explain recycling cans and bottles, gender difference explains buying pesticide-fre e
fruits/vegetables and avoiding environmentally harmful products. Values, on the other hand, predict
all five eco-behaviours. Driving less and saving water for environmental reasons were least explained
by the examined predictors.
Originality/value – These results contribute to untangling the confusing research evidence on the
effects of SES, age, gender and environmental values on differentenvironmental behaviours and on the
relationship between them by examining e ach behaviour separately.
Keywords Gender, Age, Environmental values, Environmentally sensitive behaviour,
Green consumer behaviour, Socio-economic status
Paper type Research paper
Introduction
An increasing number of environmental problems and their detrimental impacts all
around the world aresignalling the urgency of finding immediate solutions. Application
of the possible solutions to these widespread problems will need the full participation
of individuals (Steg and Vlek, 2009). Gaining society’s support to overcome these
environmental problems will be possible only if we can understand the factors affecting
individuals’ behaviours towards acting in a more ecologically conscious manner
(e.g. buyingecologically friendly products,recycling and driving less frequently) and the
mechanisms between these factors.
While research on understanding factors influencing individual eco-sen sitive
behaviours has grown in recent years, there has been very little attempt at
distinguishing between different types of eco-sensitive behaviour. Consumer motivations
towards these different types of behaviour could vary significantly depending on their
demographics and psychographics, as well as facilitators and inhibitors. Also, most
research has tended to use small surveys or qualitative approaches to address these issues.
The purpose of this research is to construct a model and examin e the relationships
that link an individual’s age, gender, socio-economic status (SES) and environmental
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/2042-5945.htm
WorldJour nal of Science, Technology
and Sustainable Development
Vol. 11 No. 1, 2014
pp. 16-27
rEmeraldGroup PublishingLimited
2042-5945
DOI 10.1108/W JSTSD-08-2013-0031
16
WJSTSD
11,1

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