Environmental beliefs, norms and behaviours: An investigation of their relationships using data from green consumers

Purpose - This study seeks to explore the relationships between environmental beliefs and environmental behaviours from the perspectives of those who have adopted environmental behaviours as consumers of green companies; rather than those who articulate environmental attitudes. Design/methodology/approach - In recent times there has been a growing awareness amongst consumers of the importance of environment consciousness within the context of purchasing goods or services and household habits. Theories of planned behaviour postulate a relationship between environmental beliefs and environmental behaviours; however, much of the prior research has been non-conclusive with little or no support for such relationships. In identifying whether there are any links between consumers’ key environmental beliefs, norms and behaviours data collection was carried out by using a survey of green consumers of three Australian companies. Findings - The study found that some aspects of environmental beliefs are significantly associated with particular environmental norms concerning willingness to pay and responsibilities for pollution control and particular environmental behaviours including recycling activities and purchase decisions such as buying energy efficient appliances. Originality/value - The findings suggest that consumers are likely to pay higher prices or reduce their standard of living to protect the environment. This has implications for policy makers and researchers in the field of environmental protection and reform