Journal of the Academy of Marketing Science

, Volume 9, Issue 4, pp 454–478

Profiling environmentally responsible consumer-citizens


  • Lewis R. Tucker
    • University of Connecticut
  • Ira J. Dolich
    • University of Nebraska-Lincoln
  • David Wilson
    • Pennsylvania State University

DOI: 10.1007/BF02729884

Cite this article as:
Tucker, L.R., Dolich, I.J. & Wilson, D. JAMS (1981) 9: 454. doi:10.1007/BF02729884


This paper examines differences between proven environmentally responsible individuals and the general public on six variables. An experimental choice situation of environmentally responsible decisions was combined with self report measures to test the hypotheses. The generalized social responsibility correlates of internal-external control and social class were proven to be significant univariate as well as multivariate predictors of environmental responsibility. The most significant implication for marketers is that environmentally responsible target markets may be substantial enough to warrant the use of environmentally oriented marketing programs.

Copyright information

© Academy of Marketing Science 1981