The Influence of Consumers' Environmental Sensitivity on Product Choices

Abstract

Given that current landfills are running out of space, consumers are becoming more concerned with reducing waste-particularly in product packaging. The literature cites conflicting findings regarding who is the environmentally conscious consumer. Some researchers have pointed to attitudinal characteristics while others emphasized demographic characteristics as predictors of environmental consciousness. Hence the purpose of the study was to predict the factors that influence intention to purchase environmentally packaged products. A convenience sample surveyed students enrolled in a southern California university (n = 179). The questionnaire was developed to assess respondents' attitudes regarding an organization's role in environmental conservation, societal orientation to physical surroundings, attitudes toward solid waste, intention to purchase environmentally packaged products and demographic characteristics. Results of Stepwise regression analysis indicated that attitudinal factors, not demographic characteristics, played a larger role in predicting intention to purchase environmentally packaged products at the p < 0.001 level. Implications of these findings suggest that marketers need to target those with strong attitudes toward the environment rather than market segment profiles based on demographic characteristics.