The effects of knowledge and Attitudes upon Greeks’ pro-environmental purchasing behaviour

Abstract

This article presents an examination of pro-environmental purchasing behaviour (PPB) and how it is influenced by demographics, environmental knowledge (a factor rather neglected so far) and attitudes (environmental unconcern). PPB was found to be adopted at a rather low level; less than 20% of Greeks may be characterized as relatively frequent pro-environmental purchasers. The higher scores were obtained with reference to energy and water conservation, reduction of overall consumption and avoidance of products containing genetically modified organisms. The consumers also declared they very often choose the eco-friendly alternative of a product when there is no significant price difference. The results indicated that professionals, 35–55 years old, holding a graduate and/or a postgraduate degree and with an annual income of 25–30 thousand Euros are those who are more engaged in PPB in Greece. PPB was found to be correlated positively and moderately with environmental knowledge and negatively and moderately with environmental unconcern.