Green Consumers in the 1990s: Profile and Implications for Advertising

The passage of time and incipient change call for another look at the demographic and attitudinal correlates of ecologically conscious consumer behavior (ECCB). As concern for the environment becomes a universal phenomenon, surely the profile of the ecologically conscious consumer has evolved along with this fundamental shift in public attitude. From the responses of 582 adult consumers to a nationwide survey ( n = 1,302), a profile of the ecologically conscious consumer was developed. The findings suggest that ecologically conscious consumers of the 1990s differ from their predecessors. Demographics explained only 6% of the variation in the sample's ECCB. However, the addition of attitudinal variables increased R-sup-2 to 45%. The consumers' belief that they, as individuals, can help solve environmental problems (perceived consumer effectiveness) was found to be the best predictor of ECCB.