Abstract
The current study was conducted to find the correlation between the variablesenvironmental awareness, environmental attitude and consumer attitude.The study was done on 600 respondents. The area of study was Dehradun, Haridwar and Roorkee, three cities in Uttarakhand, India. The objective of the study was to find the respondent’s level of environmental awareness, to measure their level of environmental attitude and consumer attitude and to find out if a relationship existed between environmental awareness and environment attitude and its dimensions. Further the relationship between environmental awareness and consumer attitude was also found. Factorial design was used and levels of awareness were matched with levels of occupation and gender.Stratified random sampling, a probability sampling technique, was used to choose the sample.Environmental Awareness Test (EAWT) by Dr. K. Yeshodhara was used to assess the environmental awareness of the subjects. Taj Environmental Attitude Scale (TEAS) by Dr. Haseen Taj was used to measure the environmental attitude of the respondents and Consumer Attitude Scale (CAS) was designed by author to measure the consumer attitude of the respondents.
 Correlation was calculated to analyse the data and to test the proposed hypothesis. The findings revealed a significant correlation among the variables.
Highlights
Knowing the deterioration in environment and growing environmental problems/issues in India, the significance of environmental awareness, its current state and changing levelsneed to be understood carefully
Procedure: Firstly the respondents were given the Environmental Awareness Test (EAWT), to assess their level of environmental awareness. They were asked to complete the questionnaire and a short break was given to them. This was followed by administering of Taj Environmental Attitude Scale (TEAS) and Consumer Attitude Scale (CAS)
The test consists of 36 multi- choice items, which focused on eight different areas of environmental awareness Taj Environmental Attitude Scale (TEAS) Taj Environmental Attitude Scale (TEAS) was developed by Haseen Taj in 2001, following the Likert method of summated rating procedure
Summary
Knowing the deterioration in environment and growing environmental problems/issues in India, the significance of environmental awareness, its current state and changing levelsneed to be understood carefully. According to Hassan, Noordin and Sulaiman(2010), environmental awareness includes emotional, attitude and practice of sustainability awareness. In the study of Altin et al (2014), environmental awareness is referred as awarenessto the environmental issues and active involvement in environmental organizations. Environmental awareness is a starting point, a trigger to nurture positive attitudes towards the environment which leads to positive environmental behaviour. The awareness and concern of environmental issues and the causes and adverse impacts are all necessary to be measured. The higher individual cognitive level to environmental issues and the cause-effect schemes, the higher the intentional environmental behaviour
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