An examination of the relative roles played by consumer behaviour settings and levels of involvement in determining environmental behaviour

It is well documented that if environmental degradation is to be halted then pro-environmental activities need to be put in place now. This requires the participation of consumers (C), marketers (M) and policy-makers (in this case, the local council (LC)). An examination of the environmental portfolios of LCs and Ms indicates a noticeable increase in behavioural activity which has led to an improvement in their environmental provision. This includes services ranging from recycling to providing information on environmental issues. However, empirical evidence indicates that consumers may have either inadequate or inappropriate knowledge about environmental issues which may have led to low involvement levels and consequently limited behaviour. It may therefore be necessary to distinguish between cognitions that are affected under high or low involvement situations. The involvement levels, however, may be mediated by the consumer behaviour settings (CBS). Using the Behavioural Perspective Model the study observes the impact of CBS and involvement on environmental behaviour. The results indicate that in the low involvement condition CBS has a crucial role to play whereas in the high involvement situation its role may not be significant.