Consumers’ ecological activities and their correlates

Abstract

There are other ecological activities – besides green buying and recycling – that have been rather neglected by the academic marketing research. Greek consumers were found to be rather moderately engaged with these behaviours. Older, well educated people, who hold relatively low incomes, adopt the ecological activities more frequently. The ecological activities were found to be negatively correlated to environmental unconcern and materialistic values, while positively to feelings of control over political evolutions. Those activities that rather traditional and conservative are closely associated with feelings of social responsibility as well as with non-materialistic values, while more energetic, more active behaviours are closely associated with feelings of power over politicians and politics as well as with values of generosity and tenderness.