Obligation to the Environment or Pursuit of Stylish Lifestyle:

Which is More Important as a Determinant Factor for Intention of Green Consumer Behavior in the United States

Abstract

This study explores norms and attitudes that US consumers have for the environment, and examines how those would influence their intention of green consumer behavior using factor analysis and structural equation modelling. In exploring this, a web questionnaire survey was conducted, and 700 responses from US consumers were analyzed. The results indicate that “Pursuit of stylish lifestyle” has positive influence on “Environment-conscious green consumer behavior”, whereas influence of “Obligation to the environment” on “Environment-conscious green consumer behavior” was not significant statistically. Based on the above findings, to promote green consumer behavior in the US, an approach which emphasizes stylishness of eco-friendly lifestyle would be more effective than an approach such as environmental education to promote obligation to the environment.