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El Nivel De Conocimiento Medioambiental Como Factor Moderador De La Relación Entre La Actitud Y El Comportamiento Ecológico /

  • Fraj Andrés, E.


    (Universidad de Zaragoza (España))

  • Martínez Salinas, E.


    (Universidad de Zaragoza (España))

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    La preocupación por el deterioro medioambiental es uno de los problemas que más relevancia está adquiriendo entre los consumidores. Este hecho se observa en que existe un segmento de mercado que demanda el compromiso responsable de las empresas hacia el medio ambiente. Por este motivo, existe interés en conocer cómo son y cómo actúan estos consumidores. La literatura, a este respecto, muestra que las variables psicográficas son buenos predictores del comportamiento ecológico. Por ello, en este estudio se pretende analizar la influencia de la variable actitud en el comportamiento del consumidor ecológico desde un enfoque tridimensional. Además, se tratará de conocer si el nivel de conocimiento medioambiental del individuo influye en dicha relación. Así, se utiliza la escala revisada EAKS (Environmental Attitude and Knowledge Scale) de actitudes y conocimiento medioambiental de Maloney, Ward y Braucht (1975). Se realizó una encuesta que se pasó a una muestra aleatoria de 573 individuos. Se han aplicado diversos análisis sobre los datos obtenidos y los resultados han demostrado que la actitud medioambiental está relacionada con el comportamiento ecológico y que el nivel de conocimiento medioambiental modera dicha relación. / The worry about the environmental deterioration is one of the problems that more relevancy is acquiring among consumers. This is observed in the fact that there exists a market segment that demands a responsible commitment of companies towards the environment. In this sense, companies are interested in discovering how they are and how these consumers act. At this respect, literature shows that psychographic variables are good predictors of the ecological behavior. In this paper, we analyse the relationship between this variable and the ecological consumer behavior from a three-dimensional approach. Furthermore, we are interested in discovering if the level of environmental knowledge moderates the relationship between their attitude and their behavior. For it, we use the EAKS revised scale of Maloney, Ward and Braucht (1975). In this sense, attitude has been analysed through a three-dimensional perspective. A random sample survey of 573 individuals was used to verify the conceptual model and framework. This model was initially assessed by several exploratory and confirmatory analyses and subsequently, by structural equation modelling and multisample analysis. Findings of this study reveal that attitudes influence ecological behaviour and that the level of environmental knowledge moderates this relationship.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 11 (2005)
    Issue (Month): 1 ()
    Pages: 223-243

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    Handle: RePEc:idi:jiedee:v:11:y:2005:i:1:p:223-243
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    Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España

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