Spillover of environment-friendly consumer behaviour

Abstract

This paper contributes empirical input to current reasoning about consumers’ propensity to behave in an environment-friendly way in different domains. Specifically, we investigate whether environmental-friendly behaviours spread to more and more areas of the consumption pattern in a virtuous circle and whether it is a necessary prerequisite for a virtuous circle to emerge and to continue to work that the individual possesses certain general values or ethical norms. The data material is a three-wave panel study with a large random sample of Danish consumers. The data were analysed by means of structural equation modelling and other techniques. Cases of transfer of environment-friendly conduct between behavioural categories are found, but only in a few of the possible instances and only of a modest size. The panel analysis also identifies a few negative cross-lagged effects. Such effects may indicate that the performance of an environment-friendly behaviour reduces the propensity to behave environmentally friendly in other areas. However, they may also be the result of the two involved behaviours correlating positively from the outset. Multigroup SEM analyses indicate that the likelihood of spillover is marginally but significantly higher when respondents give high priority to the value domain that Shalom H. Schwartz termed universalism or hold strong personal norms for environment-friendly behaviour.