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

Polonsky, Michael Jay, Vocino, Andrea, Grau, Stacy Landreth, 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, vol. 28, no. 3-4, Special Issue : Revisiting comtemporary issues in green/ethical marketing, pp. 238-263, doi: 10.1080/0267257X.2012.659279.

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Title The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers
Author(s) Polonsky, Michael JayORCID iD for Polonsky, Michael Jay
Vocino, AndreaORCID iD for Vocino, Andrea
Grau, Stacy Landreth
Garma, Romana
Ferdous, Ahmed ShahriarORCID iD for Ferdous, Ahmed Shahriar
Journal name Journal of marketing management
Volume number 28
Issue number 3-4
Season Special Issue : Revisiting comtemporary issues in green/ethical marketing
Start page 238
End page 263
Total pages 26
Publisher Routledge
Place of publication Abingdon, England
Publication date 2012
ISSN 0267-257X
Keyword(s) sustainability
environmental knowledge
carbon offsets
Summary 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.
Language eng
DOI 10.1080/0267257X.2012.659279
Field of Research 150501 Consumer-Oriented Product or Service Development
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2012, Taylor & Francis
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Created: Wed, 25 Apr 2012, 13:43:34 EST by Katrina Fleming

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