The Relationship between Perceived Consumer Effectiveness, Environmental Concern and Ecologically Conscious Consumer Behavior

DOI: 10.5176/2251-1970_BizStrategy13.11

Authors: Wan Kalthom Yahya, Nor Hashima Hashim, Siti Aishah Mohamad, Zuraidah Ramly

Abstract:  This paper aims is to investigate the relationship between perceived consumer effectiveness, environmental concern and ecologically conscious consumer behavior in the context of Malaysian consumers. A survey was developed and administered, generating a total sample of 319 respondents across the country.

The results indicated that all the variables were significantly correlated to ECCB. However, in terms of psychographic variables, PCE has been proven to be more accurate and significant than environmental concern (EC) as the single strongest predictor of ECCB. These findings may assist Malaysian policy makers in formulating feasible decisions related to environmental education and protection as well as drive marketers to use marketing and awareness-raising campaigns to encourage consumers in choosing environmental friendly products.

Keywords: perceived consumer effectiveness; environmental concern; ecologically conscious consumer behavior; sustainability