Ecologically Concerned Consumers: Who are they?
Kinnear, T. C., Taylor, J. R., & Ahmed, S. A. (1974). Ecologically concerned consumers: Who are they?. Journal of Marketing, 38, 2, 20-24.
Explored the relationship between socioeconomic and personality characteristics of consumers and the amount, if any, of ecological concern they indicate. Personality data were based upon mail questionnaires returned by 500 members of the Canadian Family Opinion-University of Western Ontario Consumer Panel. Ecologically concerned consumers scored high in perceived consumer effectiveness against pollution, high in openness to new ideas (tolerance), high in need to understand the workings of things and satisfy intellectual curiosity (understanding), and moderately high in their need to obtain personal safety (harm avoidance). A marketing implication is that an ecologically concerned segment of the population may be large enough to warrant exploitation.
