The environmental value‐attitude‐system model: A framework to guide the understanding of environmentally‐conscious consumer behaviour

Business writers such as Charter in 1992 predict that addressing the environmental consciousness of consumers will be one of the most important issues industry will face in the 1990s, and was seen by Ottmann in 1992 as the marketing trend of the decade. In 1993 Coddington judged much of green consumer potential to be latent as the environmental concern expressed in surveys was not clearly visible in current consumer behaviour. How best to respond to this new challenge and exploit the potential market is still causing confusion amongst marketers. However, it is a practical business concern as consumers may become more explicit in their demand and use their purchase power as an economic vote to effect social and environmental change. It is argued that marketing conclusions can only be drawn from a thorough understanding of the phenomenon. In this paper, the value‐attitude‐system model of Vinson et al. in 1977 is applied and extended to provide an insight into the complex phenomena affecting environmentally‐conscious purchase behaviour by integrating the underlying influences from the individual belief system.