The Role of Innovativeness in Environmentally Conscious Consumer Behavior

Diane M. Phillips, Saint Joseph's University, USA
Basil Englis, Berry College, USA
Michael R. Solomon, Saint Joseph's University, USA
This study seeks to improve the predictive utility of the attitude-behavior link within the realm of environmentally responsible consumption. Using a sample of over 1400 American consumers, we collected data on attitudes about the environment, proclivity for new and innovative ideas, and a wide variety of behaviors with respect to the environment. We find ample evidence to suggest that consumer innovativeness may help bridge the attitude-behavior disconnect by providing an important mediating effect between environmentally conscious attitudes and behaviors.
[ to cite ]:
Diane M. Phillips, Basil Englis, and Michael R. Solomon (2010) ,"The Role of Innovativeness in Environmentally Conscious Consumer Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 878-880 .