“It's not Easy Being Green”: Exploring Green Creeds, Green Deeds, and Internal Environmental Locus of Control
Article first published online: 11 APR 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 5, pages 293–305, May 2012
How to Cite
Cleveland, M., Kalamas, M. and Laroche, M. (2012), “It's not Easy Being Green”: Exploring Green Creeds, Green Deeds, and Internal Environmental Locus of Control. Psychol. Mark., 29: 293–305. doi: 10.1002/mar.20522
- Issue published online: 11 APR 2012
- Article first published online: 11 APR 2012
- Social Sciences and Humanities Research Council of Canada and Concordia University
The authors report on the development of a novel construct, internal environmental locus of control (INELOC), which captures consumers’ multifaceted attitudes pertaining to personal responsibility towards and ability to affect environmental outcomes. Using data gathered from a sample of consumers, the linkages between INELOC and a wide array of environmental behaviors were investigated. Exploratory and confirmatory factor analyses revealed four first-order dimensions (“green consumer,” “activism,” “advocate,” and “recycling attitudes”) embedded within a second-order INELOC factor. Structural equations modeling techniques showed that INELOC was a strong positive predictor of many behaviors. However, the nature of the attitude–behavior relationship varied considerably across behavioral contexts, implying that people do not consistently behave in a proenvironmental manner. © 2012 Wiley Periodicals, Inc.