The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors

Pam Scholder Ellen; Joshua Lyle Wiener; Cathy Cobb-Walgren

doi:10.1177/074391569101000206

journal article Sep 01, 1991

The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors

Pam Scholder Ellen Joshua Lyle Wiener Cathy Cobb-Walgren

Journal of Public Policy & Marketing Vol. 10 No. 2 pp. 102-117 · SAGE Publications

View at Publisher Save 10.1177/074391569101000206

Abstract

While perceived consumer effectiveness (PCE) has consistently been linked to socially conscious attitudes, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on behavior. In addition, the few studies which have considered the effects of PCE on reported behavior have done so only in aggregate. This research demonstrates that PCE is distinct from environmental concern and contributes uniquely to the prediction of certain pro-ecological behaviors. In addition, differences in PCE are shown to be associated with differences in demographics and political affiliation. The results suggest that motivating consumers to express their concern through actual behavior is to some extent a function of increasing their perception that individual actions do make a difference.

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Citations

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References

Details

Published: Sep 01, 1991
Vol/Issue: 10(2)
Pages: 102-117
License: View

Authors

P

Pam Scholder Ellen

Assistant Professor of Marketing

J

Joshua Lyle Wiener

Associate Professor of Marketing at Oklahoma State University, Stillwater

C

Cathy Cobb-Walgren

Associate Professor of Marketing at Georgia State University, Atlanta

Cite This Article

Pam Scholder Ellen, Joshua Lyle Wiener, Cathy Cobb-Walgren (1991). The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors. Journal of Public Policy & Marketing, 10(2), 102-117. https://doi.org/10.1177/074391569101000206

The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors

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