| This resistance towards green products is not new; similar to the last oil crisis in the late seventies early eighties, this problem was addressed by academics relatively early in the environmental movement. Thirty years later consumers still find it difficult to pay a premium for a usually inferior green product. The one thing that has changed is a few manufacturers have been able to reduce the price or increase the quality of environmentally friendly products.; This specific research begins with a comprehensive review of literature in the area of environmental or green marketing. Key constructs relative to this field are identified and discussed. This conceptual overview provides a foundation for two separate, but related studies. The first study is comprised of 1083 subjects and introduces the Environmental Propensity Framework, in which consumers are segmented based on their environmental values and environmental self-efficacy. In addition, the first study examines the relationship between various consumer traits and their effect on attitudes and behavioral intentions. The second study involves 198 graduate students and investigates the choices consumers are willing to make given their environmental values and environmental self-efficacy.; Results showed that the Environment Propensity framework was successful in classifying consumers based on their environmental values and environmental self-efficacy. Study One also indicated that segments differ in regard to what factors drive attitude and behavioral intention towards environmentally friendly products. Study Two revealed that consumers are more likely to pay more and make sacrifices when they have higher levels of environmental values. |
