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The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers

Polonsky, Michael Jay and Vocino, Andrea and Grau, Stacy Landreth and Garma, Romana and Ferdous, Ahmed Shahriar (2012) The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers. Journal of Marketing Management, 28 (3-4). pp. 238-263. ISSN 0267-257X (print) 1472-1376 (online)

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Abstract

Global warming and carbon emissions have gained international attention. However, it would appear that consumers are still unclear about what it encompasses and how it relates to their individual behaviour. Using the Theory of Reasoned Action (TRA) as a guiding framework, this study presents a structural equation model that tests the relationships between carbon and environmental knowledge, environmental attitude and behaviour using a sample of US consumers. The findings of the research suggest that a positive relationship was found between general and carbon-specific knowledge, attitude towards the environment, and general and carbon-specific behaviours. Therefore, general and carbon-specific environmental behaviours are related and may be driven by general attitudes and knowledge (i.e. both carbon-specific and general environmental knowledge). The implications of the study would suggest that marketers, working in tandem with government policymakers, need to focus efforts on developing consumers' knowledge about specific sub-issues, such as global warming. However, additional research needs to be undertaken to develop marketing communication that accurately reflects the environmental impact of consumption behaviour, thereby allowing for considered consumption.

Item Type: Article
Uncontrolled Keywords: ResPubID25988, sustainability, green, environmental knowledge, carbon offsets
Subjects: FOR Classification > 1505 Marketing
SEO Classification > 9104 Management and Productivity
Faculty/School/Research Centre/Department > College of Business
Depositing User: Ms Phung.T Tran
Date Deposited: 10 Mar 2014 06:28
Last Modified: 08 Sep 2014 02:16
URI: http://vuir.vu.edu.au/id/eprint/22763
DOI: 10.1080/0267257X.2012.659279
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