Analysis of the Perception of the Social Level and its Relationship with Environmental Awareness of the Consumer Behaviour

Abstract

The growing concern about environmental consequences of the level of consumption has driven the issue of the need of conscious consumption. In that people plan the future of the planet as a whole, the attitude of conscious consumption becomes understood as a feeling of responsibility for the individual and collective wellbeing. The objective of this study is to analyse the impact of the social level on the environmental awareness of the consumer behaviour through the scale of Zabkar and Hosta (considering the pro-social status in the dimensions of the environmentally conscious consumer behaviour: concern, willingness, information, and behaviour). The methodology begins by addressing the descriptive aspects of the research question, which was followed by a quantitative data collection using a questionnaire based on the model proposed by Zabkar and Hosta. The authors surveyed the total of 222 respondents. This study has raised five hypotheses. The three confirmed hypotheses were: the concern with the environment, the willingness to act in an environmentally conscious way, and the environmentally aware consumer behaviour. The two rejected hypotheses were: the information about the environmental impact and the perception of the social level.