Environmentally Friendly Consumers:

While the number of environmentally friendly consumers continues to rise, government support for public and nonprofit services continues to decline. Therefore, it is important for marketers of nonprofit and public sector environmental programs to become more strategic with their efforts and expenditures. The purpose of this study was to explore the potential association between environmental consciousness and environmentally friendly behavior. The empirical results support the importance of educational programs and demonstrates that higher levels of environmental consciousness are associated with higher levels of participation in environmental protection activities. In addition, the research indicates that the environmentally friendly tend to be homogeneous, donate to more than one environmental cause, and participate in both individual activities and environmental protection programs. The implications of the research findings are discussed and some recommendations for increasing participation in environmental activities and programs are presented.