The Influence of Environmental Concern, Perce...

The Influence of Environmental Concern, Perceived Consumer Effectiveness and Personality on the Environmentally Responsible Consumer Behaviour of Urban Consumers

Author Name : G. Sandhya Sunil

DOI: https://doi.org/10.56025/IJARESM.2025.1302251658

ABSTRACT Consumer concerns about the environment have been on the increase in recent years. With the increasing number of “green” customers, businesses attempt to understand and respond to external pressures to improve their environmental performance (Chen, 2008). It is in consonance with this trend that the current study aims to understand "The influence of Environmental Concern, Perceived Consumer Effectiveness and Personality on Environmentally Responsible Consumer Behavior" based on the "Theory of Planned Behavior" by Ajzen & Fishbein (1980). A sample of 148 Urban, Graduate consumers, including 75 men and 67 women belonging to the age group between 20 and 60 years, were involved in the study using the 'Ex post- Facto' research design. Convenient Sampling method was used and the subjects' responses for the tools assessing Environmental Concern (Attitude factor),Perceived Consumer Effectiveness(Belief Factor), Personality(NEO-FIVE FACTOR ASSESSMENT TOOL) and Environmentally Responsible Consumer Behavior were recorded and results were analyzed.