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Environmental consciousness of European consumers: A segmentation-based study

Golob, Urša, Kronegger, Luka
Journal of cleaner production 2019 v.221 pp. 1-9
European Union, consciousness, decision making, models, structural equation modeling, variance
Sustainable consumption is not a one-dimensional phenomenon; it entails various attitudinal and behavioural dimensions. To promote sustainability, decision-makers are encouraged to recognise the heterogeneity of sustainable consumers. The aim of this study was to examine a model of environmental consciousness and use its variables to segment European Union (EU) consumers. The study used a structural equation modelling approach to verify the environmental consciousness model and hierarchical agglomeration method for segmentation. It was based on secondary data on environmental issues gathered in 28 EU member states. Personal attitudinal dimensions in the model explained a relatively high proportion of the variance in sustainable behaviour. The segmentation analysis yielded three distinct segments that differ in their environmental consciousness and are affiliated with different EU country clusters. The use of secondary data to a certain extent limited the analysis. However, its strengths are its scope, the potential generalisability of the results and comparability based on EU data.