Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior

Posted: 18 Apr 2018

See all articles by Khan Taufique

Khan Taufique

BRAC University; Curtin University

Chamhuri Siwar

National University of Malaysia (UKM)

Norshamliza Chamhuri

National University of Malaysia (UKM) - Faculty of Economics and Management

Date Written: April 1, 2018

Abstract

Global warming and climate change have become emerging issues for marketing to promote ecologically conscious consumer behavior. Past studies investigated the role of general environmental knowledge in attitude-behavior relationship of pro-environmental consumer behavior. Using the Theory of Reasoned Action (TRA) as a guiding framework, this study takes a fresh look at attitude-behavior relationship that integrates both general environmental knowledge and knowledge of eco-labels in the model to investigate their role in predicting ecologically conscious consumer behavior. The study finds that both general environmental knowledge and eco-label knowledge positively influence consumer attitudes towards environment in driving ecologically conscious consumer behavior. The findings suggest that marketing strategy, specifically communication strategy, needs to focus on educating consumers about issue-specific environmental knowledge (e.g., eco-label knowledge) along with general environmental knowledge. Further research should integrate more issue-specific dimensions to investigate pro-environmental consumer behavior.

Keywords: consumer behavior; consumer knowledge, eco-label, green marketing, pro-environmental, theory of reasoned action (TRA)

Suggested Citation

Taufique, Khan and Siwar, Chamhuri and Chamhuri, Norshamliza, Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior (April 1, 2018). Available at SSRN: https://ssrn.com/abstract=3153996

Khan Taufique (Contact Author)

BRAC University ( email )

66 Mohakhali C/A
Dhaka 1212 Bangladesh
Dhaka, 1212
Bangladesh

Curtin University ( email )

Miri
Sarawak
Sarawak
Malaysia

Chamhuri Siwar

National University of Malaysia (UKM) ( email )

43600 Bandar Baru Bangi
Bangi, Selangor 06010
Malaysia

Norshamliza Chamhuri

National University of Malaysia (UKM) - Faculty of Economics and Management ( email )

Bangi, Selangor 43600
Malaysia

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