Toward a Global Consumer “Eco-orientation” Model: A Cross-national Perspective (original) (raw)

Journal of International Consumer Marketing, 2014

Abstract

ABSTRACT A third-order global consumer eco-orientation model is developed that captures similarities among cross-national consumers with different cultural and economic backgrounds. Two second-order constructs emerge. The first second-order construct, eco-notions, is conceptualized to capture intangible environmental notions. The other second-order construct, eco-actions, is conceptualized to capture tangible environmental actions. The systematic specification of the model sheds light on universal environmental concerns at the consumer level of three economy types. The model adds understanding of the value that cross-national consumers place on the environment. In the process of model specification, the foundational perspective of the properties associated with the multifactor eco-scale is challenged. The result is a new third-order, multidimensional model characterizing ecological concerns of cross-national consumers.

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