Experts dealing with environmentally friendly consumer behavior can often meet the problem of the existing gap between positive environmental attitude and green behavior. Despite of the very intensive communication campaigns in connection with environmental problems there are still only a few consumers who consciously put this view into practice. One of the main aims of this empirical study conducted in September 2007 was to identify those psychographic factors, which differentiate persons alongside their environmentally friendly behavior the most. Perceived consumer effectiveness and perceived inconvenience of environmentally friendly behavior were those factors, which play significant role in differentiation of green consumers from the others.
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ReDIF This chapter was published in: György Kadocsa (ed.) 6th International Conference on Management, Enterprise and Benchmarking MEB 2008-Proceedings, , pages 217-226, 2008.