Green Consumerism Individual’s Ethics and Politics as Predictors of Pro-environmental behaviour

Abstract

PurposeThis study investigates the effect of individual’s ethical and political values as shaping the pro-environmental attitudes toward green consumer behaviour. Ethical and political actions are guiding principles of individual’s life that govern the decision making. In this context, research indicates that individual consumer’s ethical and political values have been positively correlated to pro-environmental attitudes toward green consumer behaviour. Design/methodology/approach – A survey approach was adopted comprising individual’s ethical values and political actions and pro-environmental behaviour. A random sample of 250 consumers who made purchasing decisions was taken for data collection. Self-Administrative Questionnaire was used to collect the data and an analyzed using both descriptive measures, and correlations between variables. Linear regression analysis was employed to test hypotheses. The survey instrument was measured to be both reliable and valid. Findings The results of the data analysis revealed that both individual’s political values and ethical values found to be good predictors of pro-environmental attitude on green behavior in Sri Lanka. However, pro-environmental attitudes do not directly influence on green consumer behaviour intention. Especially, Sri Lankan consumers who have less awareness or interest in environmental friendly actions have shown weak relationships. Research limitations/implications – The accuracy of the analysis is dependent upon the Self –reported behavior of the respondents.