A cross-cultural analysis of pro-environmental consumer behaviour among seniors

Abstract This paper presents the results of a cross-national study into the ecologically conscious consumer behaviour of senior consumers (aged 50+, mean age 64 years) in the UK, Germany, Japan, and Hungary. Using a survey, the study (n = 1275) utilises a modified version of the Ecologically Conscious Consumer Behaviour Scale, in addition to a battery of variables to measure wider ethical purchasing behaviour and sociodemographic characteristics. Findings suggest that there are segments of older consumers in all countries under study who demonstrate ecologically conscious consumer behaviour, and at the same time there are segments that do not. These segments cannot be identified by sociodemographic variables, but do differ in their wider ethical purchasing behaviour. The study is the first of its kind to measure actual ecologically conscious consumer behaviour in the senior market across different nations.