Measuring ecological concern: A multi‐construct perspective

Environmental consciousness has consistently been shown to be much more than a passing fad. However, very little academic research has been conducted in the UK in developing ecological segmentation variables for targeting the environmentally‐concerned/aware segments of the population. This paper follows established procedures from the measure development literature and attempts to develop measures encapsulating individuals’: (1) perceived knowledge about green issues, (2) attitudes toward the environment and (3) levels of environmentally‐sensitive behaviour. The quality of the derived measures is assessed by means of dimensionability, reliability and validity checks and their potential usefulness for marketing purposes highlighted.

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