Green consumption: consumer behavior after an environmental tragedy

The aim of this study was to identify whether there is a difference in the environmentally-conscious consumer behavior (ECCB) of a region directly impacted by an environmental tragedy, as compared to the ECCB of non-impacted regions. We empirically tested the main argument of the protection motivati...

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Veröffentlicht in:Journal of environmental planning and management 2021-04, Vol.64 (7), p.1156-1183
Hauptverfasser: Mainardes, Emerson Wagner, Espanhol, Cintia Araujo, Cruz, Poliano Bastos da
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container_issue 7
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container_title Journal of environmental planning and management
container_volume 64
creator Mainardes, Emerson Wagner
Espanhol, Cintia Araujo
Cruz, Poliano Bastos da
description The aim of this study was to identify whether there is a difference in the environmentally-conscious consumer behavior (ECCB) of a region directly impacted by an environmental tragedy, as compared to the ECCB of non-impacted regions. We empirically tested the main argument of the protection motivation theory, through the design of a structural model, based on the literature, that was estimated with cross-sectional data, which allowed us to distinguish the effects of both green behavior and perceived consumer effectiveness on the ECCB from both regions. Our model also considers the antecedents of both green behavior and perceived consumer effectiveness, thereby attempting to accurately model the complex process of forming the ECCB in a context of environmental tragedy. Using a sample of 420 individuals from an impacted region, and 394 individuals from non-impacted regions, results show that perceived consumer effectiveness affects the ECCB only in the impacted region. In this region, perceived consumer effectiveness is strongly influenced by ecological attitudes compared to environmental concern and external motivators. Conversely, green behavior affects the ECCB more in the non-impacted regions. Our evidence suggests that, after experiencing an environmental tragedy, consumers began to reflect on the effects of their consumption, which in turn influenced the ECCB. However, the effect of their green actions on their consumption behavior seems to decrease in the impacted region relative to the non-impacted regions.
doi_str_mv 10.1080/09640568.2020.1812546
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source PAIS Index; Taylor & Francis Journals Complete
subjects Behavior
Consumer behavior
Consumers
Consumption
Doce Valley river tragedy
Ecological effects
Effectiveness
Environmental attitudes
Environmental perception
environmental tragedy
environmentally-conscious consumer behavior
Motivation
Protection motivation theory
Structural models
Tragedy
title Green consumption: consumer behavior after an environmental tragedy
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