Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis

The aim of this study is to identify what values and lifestyles best explain environmentally friendly behaviours.

This paper adapts the Values and Lifestyle scale and the Environmental and Attitude and Knowledge scale to the Spanish context in order to describe the ecological consumer profile. The data were obtained from a questionnaire handed out to a random sample of 573 individuals. With the information obtained, and after the scales validation process, a structural equation analysis has been conducted.

Findings of the study highlight that environmental patterns and self‐fulfilment values are those that best characterise the ecological market segment. This group of consumers is characterised by their self‐fulfilment feeling. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterised by having an ecological lifestyle, that is, environment consciousness, selecting and recycling products and taking part in events to protect the environment. This kind of consumer would be interested in firms that are committed to the environment and launch new products, showing them as a new and exciting experience.

The results of this study might interest consumer behaviour researchers and those firms that care about the ecological consumers. Further research is needed including new psychographic variables.