The purpose of this research was to understand the types of motives people have to conserve natural resources during their daily activities. Data from 263 respondents to a mail-back questionnaire were subjected to dimensional analysis and analysis of variance. Three sets of scales were examined in detail: behaviors, satisfactions, and motivations. The results indicate that people have a variety of motives for conserving resources and derive a series of distinct satisfactions from both recycling and reusing materials. The findings support the notion of a strong relationship between intrinsic motivation and everyday conservation behavior. These findings suggest that understanding of why people conserve resources may be improved by investigating intrinsic motivation and the personal satisfactions derived from conservation activities.
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"Para el cumplimiento del objetivo de este estudio, es necesario identificar a qué tipo de personas va enfocado el Marketing verde; en este sentido, es válido preguntar a qué se refiere la literatura cuando se menciona a consumidores verdes. En palabras de Young (1985, p. 283), un perfil característico del consumidor verde es aquel donde: […] son fundamentales los valores de las personas, pues definen la personalidad de éstas y, a su vez, esta personalidad implica que los individuos muestren una actitud más o menos favorable hacia el medio ambiente, materializándose en un comportamiento más respetuoso hacia el mismo. En relación con los estilos de vida la satisfacción de vivir de una forma austera está asociada con una conducta positiva hacia el reciclaje de papel y cristal, y hacia la reutilización de envases. "
[Show abstract][Hide abstract] ABSTRACT: This research paper aims at identifying the profile of green consumers living in Valle de Aburra, in Antioquia, to identify the specific features and needs of this group as a market segment. At first, this article shows a conceptual framework about terms such as green market, green consumers and green products.
Then, a research methodology is described based on a quantitative formulation of a piloting study, through which a measurement instrument having 14 questions divided into different variables product, price, distribution and communication collected key information to get to preliminary conclusions about consumers as its main object of study.
Finally, a statistic descriptive analysis was made to get the profile of green consumers living in Valle de Aburra and a proposal describing key elements to set the bases for future investigations about this topic.
"The importance of materialism as a relevant variable in postmodern societies has generated the need in the scientific community to evaluate it. The most traditionally used approaches can be divided into two types: (a) those that infer materialism from the measures of related constructs (Dickens and Ferguson 1957; Justice and Birkman 1972; Bengston and Lovejoy 1973; Burdsal 1975; Jackson et al. 1976; Inglehart 1981; Belk 1984); and (b) those that endeavor to measure materialism directly through the use of attitude scales (Campbell 1969; Wackman et al. 1972; Moschis and Churchill 1978; De Young 1985; Richins 1987; Heslin et al. 1989).However, all these measures presented at least one of two important limitations: (a) not having adequate levels of reliability for use and/or (b) not having the support of construct validity, and therefore being of limited use. "
[Show abstract][Hide abstract] ABSTRACT: Many studies have used Richins and Dawson’s (J Consum Res 19: 303–316, 1992) Material Values Scale (MVS), applying it to different types of populations that exhibit a particular psychometric behavior, and showing little stability in their factorial structure. In the present study, 1,070 pedagogy students from the northern, central and southern regions of Chile answered the MVS. This sample was randomly divided in two. Using the first sub-sample (N = 539), an exploratory factorial analysis was carried out, from which a structure of nine items was grouped into two factors called “Social Success” and “Personal Happiness”, which presented adequate reliability. Later, with the second sub-sample (N = 531), the factorial structure indicated above was put to the test through a confirmatory factorial analysis. The data from the model show that the scale contains 8 items in total, grouped into two dimensions. The factorial loads are significant at the level of 1 %, which indicates that the 2-factor structure can be confirmed. Finally—using the proposed structure—the presence of the students’ material values was evaluated.
Social Indicators Research 06/2014; 117(2). DOI:10.1007/s11205-013-0358-z · 1.40 Impact Factor
"Although most research has focused on negative self-directed emotions, there is reason to believe that positive self-directed emotions could motivate proenvironmental behavior. For example, De Young (1985, 1986) found that personal satisfaction and positive emotions were the most important reasons people gave for recycling. "
[Show abstract][Hide abstract] ABSTRACT: Guilt occurs when people realize they have violated personal or social standards for behavior. For example, past research found that confronting Whites for racist behavior created guilt, which motivated behavior change. Carbon footprint calculators provide a venue for self-confrontation about the impact of one's behavior on the envi-ronment. In Study 1, participants were randomly assigned to learn their carbon footprint was larger or smaller than the average United States' citizen. Participants confronted with a larger-than-average carbon footprint reported more personal guilt, but not shame or anger, than participants who learned they had a smaller-than-average carbon footprint. In Study 2, participants confronted with evidence that Americans had a larger carbon footprint than other industrialized nations reported more collective guilt, but no less collective pride, than participants who learned Americans had a smaller carbon footprint. Collective guilt then partially mediated the association between carbon footprint feedback and support for a proenvironmental group.