, Volume 9, Issue 4, pp 454-478

Profiling environmentally responsible consumer-citizens

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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.