Toward a Sustainable Society: Waste Minimization Through Environmentally Conscious Consuming¹

The experiment was an educational intervention that promoted and described an ongoing environmental tagging program located in a chain of three local grocery stores. Model Community, a nonprofit community organization, originated the environmental product tagging program that was present throughout the experimental educational intervention and was also responsible for sponsoring educational efforts in the local elementary schools and in the media. Over the period of a year, the experimental intervention was expected to stimulate self‐reported environmentally conscious consuming above the level generated by the tagging program alone and above the levels reported by shoppers who did not shop at the experimental stores. Environmentally conscious consuming or precycling implies buying products packaged in recyclable materials, buying least waste packaged (bulk or minimally packaged) products, and buying “safer earth” (nontoxic or alternatives to harsh chemicals) products. Contrary to expectations, there was no significant interaction effect of year (preintervention vs. postintervention) and group (experimental store vs. control group) on self‐reported environmentally friendly consuming, implying that the experimental educational intervention did not have an effect. An investigation of the significant main effect of shopping at the environmentally tagged stores showed a significant positive effect on purchasing less toxic products, knowledge about Model Community, and awareness of the environmental tagging program. An examination of more aggressive educational campaigns in future studies is warranted because of more overall positive (although not significant) environmental shopping behaviors reported in 1990, when there was an active education program for Model Community, than in 1991, when the program ceased.