Environmentally responsible purchase behaviour: a test of a consumer model

A consumer model of environmentally responsible purchase behaviour was tested using covariance structural analysis. The model successfully predicted the purchase of environmentally responsible and non‐responsible product alternatives. A hierarchial relationship from values to product specific attitudes to purchase intention to purchase behaviour was confirmed. Individual consequences, which take the personal implications of consumption into account, were found to be just as important in predicting intention as the environmental consequences of a product. The study empirically tested a values typology as a basis to explain attitude formation.