Differences in Eco-Friendly Attitudes and Behaviors among Consumers in the United States Across an Array of Demographics

A sample of 938 consumers residing in the United States responded, by invitation, to an online survey on anti-consumption attitudes and behaviors. Drawing from one aspect of that survey, the primary focus of this study is sustainability. The relationship between four of the measured sustainability-related variables and five commonly examined demographics was evaluated using a t-test, ANOVA, and the Scheffé Method of Multiple Comparisons. Age was the most common variable to be associated with attitudes and behavior regarding sustainability. The most common dependent variable to be associated with the five demographic variables was the frequency in which the respondent chose to engage in a personal boycott. Other meaningful results were documented and are discussed. This discussion includes pertinent information regarding a marketer’s efforts to enact green initiatives that focus on sustainability.