Assessment of Consumer Behavior Towards Environmental Responsibility: A Structural Equations Modeling Approach

Abstract This paper analyses the factors impacting consumer environmental responsibility using a structural equation modeling approach. Consumer environmental responsibility is the intention of a person to act towards remediation of environmental problems not as an individual user with economic interests but as a responsible citizen having concerns about the social and environmental wellbeing of society. Therefore, awareness of environmental problems and knowledge of remedial alternatives will help individuals to pursue their chosen action and bolster a genuine desire to act and determine the measures for alleviation of environmental challenges. The four dimensions of an environmentally responsible consumer – opinion and beliefs, willingness, awareness, and an ability to act – are analysed. During the analysis, the dimension of ‘ability to move’ is found to be critical, because it has a direct influence on the capacity of the consumer to act. This research is intended to guide policy‐ and decision‐makers of regulatory bodies in understanding consumer behavior towards improving environmental performance index. It also helps organizational managers to make their supply chains green, and competitive, which in turn improves brand image and overall organizational performance. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment