The Role of Innovativeness in Environmentally Conscious Consumer Behavior

This study seeks to improve the predictive utility of the attitude-behavior link within the realm of environmentally responsible consumption. Using a sample of over 1400 American consumers, we collected data on attitudes about the environment, proclivity for new and innovative ideas, and a wide variety of behaviors with respect to the environment. We find ample evidence to suggest that consumer innovativeness may help bridge the attitude-behavior disconnect by providing an important mediating effect between environmentally conscious attitudes and behaviors.