Does Innovativeness Drive Environmentally Conscious Consumer Behavior?


  • This research was supported by a grant from the U.S. Department of Commerce, National Textile Center to Dr. Englis by the Richard Edgerton Endowment at Berry College, and by a grant awarded to Dr. Phillips by The Pedro Arrupe Center for Business Ethics, Haub School of Business, Saint Joseph's University.

Correspondence regarding this article should be sent to: Diane M. Phillips, The Haub School of Business, Saint Joseph's University, 255 Mandeville Hall, Philadelphia, PA 19131 (


This study seeks to improve the predictive utility of the attitude–behavior link within the realm of environmentally responsible consumption by examining the role of consumer innovativeness as a mediator. A sample of over 1400 American consumers provided data regarding their attitudes about the environment, receptiveness to new and innovative ideas, propensity to adopt new products early, and likelihood of performing a variety of green behaviors. The evidence suggests that one dimension of consumer innovativeness mediates the link between environmentally conscious attitudes and behaviors: the general affinity for new ideas. Managerial implications of these findings are discussed.