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ABSTRACT

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.