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The purpose of this paper is to examine five different types of eco-sensitive behaviours separately and understand if determinants of these behaviours vary depending on the type of action being performed.

The study investigates factors influencing five different eco-sensitive behaviours by empirically testing the effects of socio-economic status (SES), gender, age and environmental values. Theoretically guided hypotheses and models were formulated and tested with multiple linear regression models by employing a data set from the National Opinion Research Center (NORC) 2010 General Social Survey.

Results conclude that different types of behaviour have different predictors. While age differences only explain recycling cans and bottles, gender difference explains buying pesticide-free fruits/vegetables and avoiding environmentally harmful products. Values, on the other hand, predict all five eco-behaviours. Driving less and saving water for environmental reasons were least explained by the examined predictors.

These results contribute to untangling the confusing research evidence on the effects of SES, age, gender and environmental values on different environmental behaviours and on the relationship between them by examining each behaviour separately.

This study examines the effect of the environmental sensitivity of firms on the relationship between integrated reporting (IR) quality and sustainability performance. Prior research works focus on the nexus between IR quality and sustainability performance with little attention to factors that moderate this relationship.

Ordinary least squares (OLS) and other robust estimations are employed to analyse the data of firms on the Johannesburg Stock Exchange (JSE).

This study finds a positive association between IR quality and sustainability performance. However, the strength of this relationship is found to be weaker among environmentally sensitive firms, thereby raising concerns that such firms may be reporting less sustainability information with the mandatory implementation of IR on the JSE.

The findings highlight the need for regulatory bodies to consider additional sustainability disclosure requirements for firms in environmentally sensitive industries.

The findings should make regulatory bodies aware of the possible actions of environmentally sensitive firms in relation to sustainability information within a mandatory setting of IR.

The study extends the existing literature on IR and sustainability performance by considering the effect of firm environmental sensitivity as a moderating factor.

The potential underlying causal factors of environmental behaviours have been examined from various theoretical angles by mostly focusing on individual motivations in the literature. The purpose of this paper is to develop a conceptual model based on an integrative approach to better understand eco-sensitive consumer behaviours and their predictors.

The paper reviews distinct theoretical approaches and, based on the integrative perspective, develops a model using the framework of the goal framing theory (GFT).

On the basis of the GFT, the authors propose that 12 variables influence the pro-environmental behaviours of consumers: biospheric values, egoistic values, altruistic values, environmental concern, awareness of consequences, ascription of responsibility, subjective norms, attitudes towards behaviour, perceived behavioural control, personal norms, affect, and behavioural intention. Furthermore, the authors categorize environmental behaviours based on three different stages of the consumption process of consumers: purchase, usage, and post-use.

The proposed model will offer future studies a holistic understanding of the factors that predict environmentally sensitive behaviours of consumers and the extent to which such behaviours depend on moral considerations, feelings, or self-interest motives.

Environmental behavior studies suggest that knowledge, in addition to other psychological and social factors, can play an important role in consumers’ environmental behavior change. The purpose of this paper is to understand the relationship between knowledge and various psychological factors which encourage consumers’ participation in pro-environmental behaviors. The relationships that link an individual’s attitudes toward science, environmental values, different types of knowledge (i.e. scientific facts, environmental facts, and subjective environmental knowledge), environmental risk perception, and willingness to pay (WTP) for the environment with pro-environmental behavior were examined.

Theoretically guided hypotheses and model were formulated and tested with multiple linear regression models. The study was based on measures and data obtained from the large-sample secondary database of the 2010 General Social Survey (n=2,044).

Results indicated that while attitudes toward science had direct effects on knowledge of scientific facts and knowledge of environmental facts, environmental values showed effects on knowledge of environmental facts and subjective knowledge on environmental issues. The results also indicated that from different types of knowledge, subjective knowledge on environmental issues had effects on both environmental risk perception and WTP for the environment. Knowledge on environmental facts, on the other hand, was able to predict only environmental risk perception. The scientific factual knowledge did not show an effect on mediator of pro-environmental behavior. Also, subjective knowledge indicated indirect effects on pro-environmental behavior through environmental risk perception and WTP for the environment.

Although research on understanding factors influencing pro-environmental behaviors and potential relations to individual knowledge has grown in recent years, there has been very little attempt at distinguishing between different types of knowledge and investigating their potential roles in the context of environmentally relevant behaviors. This study will help understand the functioning of different types of consumer environmental knowledge and their impacts on pro-environmental behaviors more in depth.

The green movement in newly industrialized countries often lags behind the West. While the green awareness has started to rise rapidly in some of these countries, the ability of attitudes to predict behaviour for environmentally sensitive products is questionable. A survey of 552 Hong Kong citizens was conducted to examine how consistent consumers’ actions were with their attitudes towards seven environmentally sensitive products. The results have shown that consumers’ environmental concern is not reflected in their purchasing behaviour. This calls for more education and initiative from both the government and businessmen to induce people to channel their attitudes into actions.

The aims of the study are: to compare the environmental concern and scepticism levels of the participants and whether or not they display green purchase behaviour; to investigate the influence of environmental concern and scepticism on green purchase behaviour by utilizing the Theory of Planned Behaviour.

The data were collected from participant and non‐participant customers of the e‐invoicing program of Turk Telecom. Customers were clustered into four groups according to their environmental concerns and scepticism levels.

Research results show that those customers who have a high level of environmental concern and less sceptical reflect a positive attitude, have a high positive subjective norm and perceived behavioural control that motivates them to have stronger intentions to become e‐invoice subscribers in the near future.

The results found in the paper provide clear evidence supporting the Theory of Planned Behaviour in Turkey. Moreover, while most previous studies have employed undergraduate samples which are not representative of common customers, the present study employed a large and real customer sample which strongly represents customers in general.

This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior.

Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior.

The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior.

The research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns.

The literature examining the behaviour of environmentally conscious consumers has focused mainly on the examination of non‐product specific environmental knowledge and attitudes or environmental knowledge and attitudes in relation to single product lines. Employs the constructs of product‐line‐specific environmental knowledge and attitudes, that is knowledge of and attitudes towards the green products and their impact on the environment. Presents the results of an exploratory study examining the relationship between product‐line‐specific environmental knowledge and attitudes for multiple green product lines, testing hypotheses generated from the literature, utilizing a questionnaire measuring self‐reports of environmental knowledge and attitudes. The results show no direct relationship exists between product‐line‐specific environmental knowledge and attitudes, and that consumers do not simply believe that a green product is good for the environment without also knowing how the product impacts on the environment.

A review of the literature suggests that traditional segmentation variables (socio‐demographics) and personality indicators are of limited use for characterizing the green consumer. Explores the extent to which variables, specific to environmental consciousness, are better able to explain consumers’ pro‐environmental purchasing behaviour. Two conceptualizations of the purchasing domain are addressed, namely general green purchasing behaviour and specific purchasing habits relating to five green product categories. Two data sets are used in the analysis, namely marketing students and members of the United Kingdom general public. Suggests that measures of environmental consciousness are closely linked to environmentally‐responsible purchasing behaviour, although the strength of the relationships varies according to sample type, the conceptualization of the purchasing domain and the particular product category at issue.

This study aims to determine the number of segments of green consumer behavior on toiletries products, and the tendency of transition between clusters is estimated. This study also provides recommendations based on the results.

This study used primary data collected through an online and offline questionnaire. The questionnaire was intended to identify the socio-demographic characteristics, green consumer behavior state according to the environment as well as the willingness of the respondents to purchase various toiletries products (current, less green, and greener). Prior to segmenting green consumer behavior, scale purification using confirmatory factor analysis was performed to ensure the indicators used were valid. The k-means clustering algorithm was used for the segmentation, while discriminant analysis was used to validate the segmentation result. The Markov chain approach was performed to estimate the tendency of the transition between constructed segments, where the logistic regression model was applied to predict the individual transition probability.

The clustering algorithm resulted in three segments: light green, green and dark green. The light green segment has the lowest attitude toward the environmental criteria while the members of the dark green segment have the highest attitude among the other segments. The logistic regression indicated that the tendency of individuals to stay in the current segment or move to the adjacent segment was influenced by socio-demographic factors. The one-step transition probability matrix revealed that the tendency of a particular segment to move to the greener segment was greater than to stay or even move to the less green segment. The Markov chain approach then showed that the steady-state condition will emerge after 18 steps.

This study was limited geographically and by the criteria used for segmenting the green consumer behavior; therefore, it is recommended that this study be replicated on a greater scale with more criteria. A wider geographic area could be considered, including a national study, and more criteria, such as social influences, could be considered. This study does not focus on specific toiletries products. Selecting more specific toiletries products could be considered to provide a more reliable response from the respondents. Moreover, factors around the willingness to pay for green products were not investigated in greater detail although these factors might become indicators that can distinguish between two or more segments.

This study empirically supports the theory that consumer environmentally friendly behavior can be used to appropriately categorize consumers into several segments, and thereby guide the development of a more differentiated policy approach for business and government.

Green consumer behavior may help save the environment and it will be beneficial in reducing environmental damage.

The study extends the existing literature related to green consumer behavior by segmenting the green consumer behavior based on the environmental criteria and applying the Markov chain approach to estimate the tendency of transition between segments.