The Impact of Media Use, Identity, and Pro-Environmental Orientations on Racial/Ethnic Groups’ Attitudes Toward Ecobranding

Abstract

Survey data is used to explore the comparative pro-environmental orientations of Latino, African American, White, and Asian American consumers (N = 1,216) and their attitudes toward Ecobranding. Results of this exploratory study reveal U.S. racial/ethnic groups do not differ significantly in attitudes or purchase intentions toward Ecobranding. However, frequency of news consumption via the Internet, television, and through friends lead to disparately favorable attitudes toward Ecobranding for African Americans, Asian Americans, and non-Hispanic Whites. Overall, results indicate that Asian Americans have more favorable pro-environmental orientations than the other racial/ethnic groups, whereas Latinos, Whites, and African Americans do not significantly differ.