Pro-environmental behaviors for thee but not for me: Green giants,green Gods,and external environmental locus of control |
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Authors: | Maria Kalamas Mark Cleveland Michel Laroche |
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Institution: | 1. Department of Marketing and Professional Sales, Michael J. Coles College of Business, Kennesaw State University, United States;2. DAN Management and Organizational Studies, The University of Western Ontario, Canada;3. John Molson School of Business, Concordia University, Canada |
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Abstract: | Understanding consumers' allocation of environmental responsibility to external forces (i.e., those perceived to be beyond their direct control) is important yet under-researched. This paper examines how these external attributions affect consumers' pro-environmental behaviors (PEBs). A model of external environmental locus of control (i.e., external-ELOC) is tested, consisting of two superordinate dimensions: powerful-others (encapsulating corporate and government responsibility facets) and chance/fate (incorporating God/higher-power and natural earth-cycle facets). The two higher-order factors negatively associate; such that consumers ascribing environmental responsibility to powerful-others engage in PEBs; whereas those attributing environmental change to chance/fate typically do not. The results inform practical and public policy implications; pinpointing ways for corporations and governments to target their pro-environmental efforts and to sway consumers who share in the ecological burden. |
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Keywords: | External environmental locus of control Pro-environmental behaviors Green marketing Structural equation modeling Attitude&ndash behavior relationship |
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