Academic journal article International Journal of Marketing Studies

Affective and Cognitive: Consumers Attitude toward Practicing Green (Reducing, Recycling & Reusing)

Academic journal article International Journal of Marketing Studies

Affective and Cognitive: Consumers Attitude toward Practicing Green (Reducing, Recycling & Reusing)

Article excerpt


Understanding consumers' attitude toward practicing green behavior is vital for business as well as environmental reasons. The purpose of present study is to examine the green practicing concept (reducing, recycling and reusing) in an academic context from affective and cognitive perspective. Sample consisting of 315 university students gathered and analyzed using structural equation modeling technique (SEM). Findings indicate that environmental emotion and environmental cognition were significantly related to consumers' attitude, while attitude had significant impact on consumers practicing green behavior elements namely, reducing, recycling and reusing. Findings of the present study can explain the determinants of practicing green behavior. In addition the findings can be used by public and private sector which encourage pro-environmental behaviors.

The present study has improved the understanding from pro-environmental behavior (reduce, reuse and recycling) and its antecedents from attitudinal approach. In addition present study confirms suitability of TRA as theoretical grounding in pro-environmental behavior studies by employing (SEM) which is theory-testing laden technique (Urbach and Ahlemann, 2010).

Keywords: emotion, cognition, attitude, green behavior, reduce, reuse, recycling

1. Research Background

The role of environmental issues such as pollution becomes crucial in today's world. United Natios report in 2008 announces the death of child in every 20 second because of lack of accessing to clean water and using polluted water. In addition 52% of Asians are facing lack of environmental practices. For instance 95% of Asians for example have not sewage and that cause water and rivers pollutions (Jewitt, 2010). Hence, in order to compete with these types of pollutions, pro-environmental behavior practiced by the governments as well as individuals is required. From individual perspective, a change in attitude can change their behaviors in terms of practicing green 3 environmental "R" s namely, Reduce, Reuse and Recycling.

Changing in behavior requires changes in attitude first; hence many environmental studies have tries to underpin consumers' attitude toward environmental issues. Findings of study conducted in 15 European union countries indicates that their understanding from the concept of "environment" refers to pollution of the cities (25%), while quality of life and proper usage of natural resources weight very low (from 3 to 8 precent) (Eurobarometer 2004-2005). In addition some researchers tried to investigate consumers understanding from practicing green with specifying it to consumers attitude toward recycling as a general (Tonglet et al., 2004) or recycling food wastes in specific (Refsgaard and Magnussen, 2009). Furthermore studies have tried to understand attitudes in waste management system (Begum et al., 2009). Some studies has tried to extend their understanding from consumers green attitudes by shifting from householders to hotel guests (Han et al., 2009) while others shift from consumer level to organization and firm level. This means new perspectives have been added to green research and that is "green information system and information technology". In other word "Green Issue" is a subject that can be applied within systems and organization using green information technology (Jenkin el a I., 2010).

Although sustainable consumption is known as a western term, it is embedded in Asian and pacific cultural values and traditions (UN ESCAP, 2008). Finding of studies have also consistency with this statement. Polls conducted in china during 2007 shows that Chinese consumers are more willing to support climate changes taxes (85 percent in favor) and buy products from environmentally responsible companies (67 percent), comparing with other nationalities. In addition more than two third of other Asian countries such as Philippines , Indonesia and Korea, support climate change taxes in case it helps to solve climate problems. …

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