Title: Motivations behind green consumption and the influence of environmental consciousness on consumer behaviour

Authors: Emílio José Montero Arruda Filho; Bruno Lobato Cardoso; Marina Nascimento Lemos Barboza

Addresses: Business Administration Graduate Program, University of Amazon, UNAMA, Av. Alcindo Cacela 287, 66060-902, Belém, Pará, Brazil ' Business Administration Graduate Program, University of Amazon, UNAMA, Av. Alcindo Cacela 287, 66060-902, Belém, Pará, Brazil ' Business Administration Graduate Program, University of Amazon, UNAMA, Av. Alcindo Cacela 287, 66060-902, Belém, Pará, Brazil

Abstract: This research aims to analyse the extent to which the motivation behind green consumption and the level of environmental consciousness influences intentions to consume green products and services. Explanatory and quantitative research was performed using an experimental methodology. The results reveal no significant influence on green consumption through social motivation (selfishness) compared with environmental motivation (altruism). Moreover, the greater the consumer's level of environmental consciousness, the higher their intention to use green products and services. Thus, it can be inferred that consumers with higher levels of environmental consciousness transform intention into behaviour.

Keywords: green consumption; consumer behaviour; environmental consciousness; consumer intentions; social motivation; selfishness; environmental motivation; altruism; green products; green services.

DOI: 10.1504/IJISD.2017.083298

International Journal of Innovation and Sustainable Development, 2017 Vol.11 No.2/3, pp.291 - 308

Received: 27 Aug 2015
Accepted: 11 May 2016
Published online: 23 Mar 2017 *

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