The Green Dilemma: Libertarian Values Trump Communal Values

We report the results of a large scale survey (N=4,082) of adult American consumers which segments the market on the basis of consumers’ attitudes toward the environment and how these different consumer segments engage (or, more often, don’t engage) in pro-environmental consumer behaviors. The paper’s primary contribution is in identifying different segments of consumers based on their attitudes and beliefs regarding the environment, and linking these segments to green behaviors. The presentation concludes with a discussion of diverse theoretical approaches which recognizes that for each of these segments there is a need for new understandings into how to further cultivate and increase green behaviors.


Basil Englis and Gary Bamossy (2010) ,"The Green Dilemma: Libertarian Values Trump Communal Values", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 32-35 .


Basil Englis, Berry College, USA
Gary Bamossy, Georgetown University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


Human or Robot? The Uncanny Valley in Consumer Robots

Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.