Towards a coherent conceptualization of environmentally responsible CONSuMER behaviour

This paper develops a conceptual framework for environmentally responsible (green) consumer behaviour by discussing definitions given to it and by classifying existing theories of environmentalism related to consumer behaviour. The purpose of the study is to categorize the types of existing conceptualizations and definitions and clarify the overall field of green consumer behaviour research.

In addition, the paper endeavours to evaluate the components of green behaviour; the relationship between the elements of environmental consciousnesses construct. These elements are in relevant literature divided into three components: into knowledge of environmental problems, the attitudes towards environmental issues, and the actualised behaviour. By studying the mutual interactions of the components not only the conceptual coherence is pondered but statistical reliability as well. That is, the study aims to point out the meaningfulness of different statistical methods in modelling green consumer behaviour and the factors influencing it.

Finally, green consumption research is embedded into a larger social and cultural setting of sociological consumption research. Green consumer behaviour is undoubtedly a complex branch of study and therefore its significance to individual behaviour is evaluated also in broder consumer culture context.