Long-term Orientation, Perceived Consumer Effectiveness, and Environmentally Conscious Consumer Behavior: The Case of Turkey

Abstract

This paper analyzes the impact of long-term orientation and perceived consumer effectiveness onenvironmentally/ecologically conscious consumer behavior in the context of Turkey. Turkey is a collectivist,high-context culture of significant geo-political importance with unique socio-cultural traits. The population isyoung and natural resources are rich. In Turkey, environmental consciousness is a relatively less internalizedconcept to which people are just recently beginning to adjust. All of this makes Turkey an interesting market tostudy the environmentally conscious consumer behavior (ECCB) construct. Looking at the impact of long-termorientation on ECCB is also one of the important contributions of this paper since environmental consciousnessrequires a long-term view of the world around us. Building upon the adaptation and extension of past research inthe area, data are collected from 97 respondents, 80 per cent of whom are undergraduate college students, andanalyzed through commonly used statistical methods. The measures used are similar to those used in previousstudies. Environmentally conscious consumer behavior measure is adapted from Roberts (1996b) and McCartyand Shrum (1994). Roberts’ (1996b) perceived consumer effectiveness measure is used in the study. Long-termorientation scale is adapted from Bearden, Money and Nevins (2006).