Umweltbewusstes Konsumentenverhalten im interkulturellen Vergleich (English shop)

Ein Beitrag zum Interkulturellen Marketing

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Since the beginning of the environmental movement in the 1960s, interest in environmental protection in general, and in environmentally conscious consumer behaviour in particular, has increased considerably in practice, politics and research. Nevertheless, an integrative approach for empirically investigating the motives behind, and the barriers to, sustainable purchasing behaviour is still lacking. This is mainly due to the fact that different fields of research (e.g. environmental research, social psychology, marketing research) and several strands of literature (e.g. literature on attitudes, values, culture) have to be brought together in order to answer this question comprehensively. The present book therefore approaches the topic from three perspectives.

First, environmentally conscious purchasing behaviour is grounded in the theory of planned behaviour and an overview of the relevant literature on the attitude–behaviour relationship is provided. As environmental consciousness is a culturally shaped phenomenon, a comprehensive overview of relevant conceptions of culture and their relation to sustainable behaviour follows. The focus here is on the GLOBE conception, the most comprehensive and up-to-date approach to operationalising culture. Finally, the value orientations underlying environmentally friendly attitudes and sustainable behaviour are examined. For only if it is possible to identify the reasons why consumers act in an environmentally oriented manner can effective product concepts and advertising messages be developed within the framework of so-called green marketing. Of particular relevance here are the difference between ecocentric and anthropocentric values as well as the phenomenon of environmental apathy.

The result is an integrated attitude–behaviour model for explaining environmentally conscious consumer behaviour in cross-cultural comparison. This concept incorporates the constructs of the theory of planned behaviour, the value orientations underlying environmentally conscious consumer behaviour, and the relevant cultural dimensions. The book thus pursues an interdisciplinary approach and is addressed not only to consumer behaviour researchers, scholars from related fields such as social psychology and environmental economics, and students, but also to interested practitioners from business (in particular manufacturers of environmentally friendly products, environmental management) and politics.