Segmentation of the Hungarian consumers using the new ecological paradigm (NEP) scale

Abstract

On the individual level, one of the essential conditions of sustainable consumption is the formation of environmental consciousness and individual responsibility among the population in question. This article introduces the environment-related consumer behaviour patterns of Hungarian society based on representative research results. The objective of the empirical study was to explore consumers’ levels of knowledge about the environment and the differences between their behavioural intentions and actual behaviours. This paper summarises the findings of the quantitative research. The new ecological paradigm (NEP) scale employed allowed the researcher to draft consumers’ ecological worldviews. Based on the results, four consumer groups were identified: sceptics, indifferents, sensitives, and egocentric pushers. The article describes these groups in detail and reviews potential practical applications of the findings.