Proactive Environmentalism: An Examination of the Australian Consumer Market

Abstract

The current study attempts to gain a better understanding of proactive environmentalism and how it can target the green consumer segment. The article proposes that proactive environmentalism can be obtained by support mechanisms from two major contributors: government and business. For government initiatives, recycling is considered. For business initiatives price and quality of green products are identified. Based on the six green segment groups, the study proposes a matrix on proactive business/government initiatives that can be targeted to green consumers and provides some recommendations. Introduction The causes of environmental problems are related directly or indirectly to the patterns of production by industries, consumption and behaviour of the consumers (Said, Ahmadun, Paim & Masud, 2003). Australian surveys have shown that saving the environment is a high priority to most American citizens, with public concern growing faster than any other issue (Schwart & Miller, 1991). Like the US, a national study undertaken by Australian National Opinion Polls (1991), claims that Australia has a high level of environmental citizenship, and is still one of the most environmentally concerned nations on earth. However, it is stated that Australia ranks as one of the highest producers of waste. In the year 2002-03 it was indicated that over 17 million tons of waste were disposed of at landfills in Australia, of which over 30% contributed to domestic or municipal waste (Year Book, 2005). The waste problem appears to be acute and there are ways by which both businesses and governments can co-operate to reduce it. One approach is by proactive environmentalism. Proactive environmentalism can be defined as taking positive initiatives towards protection of the environment. Growing commitment from institutional drivers such as businesses and governments set the stage for encouraging consumers to buy green products that help save the environment, for example, green products that can be recycled. Chan, Lorett and Lau (2000) have argued on how countries take a stance on recognising the environmental impact of economic development and the task of cleaning up the pollution left by industrialization. They suggest that once governments realize the costs involved in the clean up, they will have to act quickly (Chan, Lorett & Lau, 2000). One way in which businesses can offer their support to promoting proactive environmentalism is by offering green products. Green products are environmentally friendly products; products that do little or no harm to the environment, products that can be reused and recycled. Although, the recession in Australia took its toll on companies to cut corners and downsize their operations, Australians witnessed a decline in green products, but this did not deter Australian consumers who still strongly held their commitment to the environment (Australian National Opinion Polls, 1991). While the national study undertaken by Australian National Opinion Polls (1991), claims that Australia has a high level of environmental citizenship, more recent studies show ironic results. Jim Dickens' article in the Sunday Telegraph (2005) states that Australia remains one of the world's top greenhouse polluters in per capita terms; nonetheless it lags behind global best practice in recycling. In general, only 9% of Australian consumers rated environmental problems as the most important social issue (ABS, 2002). More recent surveys conflict with older surveys suggesting that Australia needs to recognize environmental problems as a critical social issue and recycling as an important factor for sustainable environmental protection. The key question is how best governments and businesses can take the initiative to assist with this problem? The study proposes that government initiatives such as providing appropriate recycling facilities and business initiatives by offering lower price and good quality for green products will help elevate some solutions to the multifaceted and complex environmental problems. …