The paper attempts to investigate the term “environmental consciousness” and identify the underlying components of environmental consciousness and its antecedents. Also, to propose the framework explaining the linkage between environmental consciousness, its antecedents, components, and behavioral outcome, and also the variables, if any, that may intervene between environmental consciousness and environmentally conscious consumer behavior.
The paper reviews extant literature to bring conceptual clarity to the term environmental consciousness and its linkages with the related variables.
Environmental consciousness – a mental state variable – is found distinct from its antecedents and associated behaviors. It is a multi‐dimensional construct varying from low general level to high product‐specific level.
This paper provides understanding for the term environmental consciousness and its relation with other variables and thus leaves the wide scope for research in the future.
The extent to which green marketing efforts can gainfully be taken to the market and given a required scale depends upon environmental consciousness of the consumers. According to levels of environmental consciousness, green consumer segments are obtained and “greener” consumer segments can be targeted to induce pro‐environmental purchase behavior.
The proposed model in the study would allow the green marketers to support the whole idea of environment protection through appropriate marketing strategies.
Based on extant review of literature, the paper proposes the term environmental consciousness as a mental state variable, which is distinct from its antecedents and behavioural outcomes.
