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The Impact of Environmental Awareness and Consumption Ethics on Proactive Environmental Behaviour: The Mediating Role of Political Position

Author

Listed:
  • Jussara da Silva Teixeira Cucato

    (ESPM)

  • Flavio Santino Bizarrias

    (ESPM)

  • Vivian Iara Strehlau

    (ESPM)

  • Marlette Cassia Oliveira Ferreira

    (Instituto Federal de Educação Ciência e Tecnologia de São Paulo)

  • Jussara Goulart da Silva

    (Universidade Federal de Uberlandia)

Abstract

Purpose – This paper examines how environmental awareness and consumption ethics influence proactive environmental behaviour, with the mediating role of individuals’ political positioning. Design/Methodology/Approach – Data were collected via a structured survey of 179 respondents and analysed using structural equation modelling (PLS-SEM) and mediation analysis. Findings and Implications – The results suggest that conservative political positioning negatively influences, and partially mediates the effect of environment awareness and ethical consumption on proactive environmental behaviour. Limitations – The primary limitation is the use of a non-probabilistic convenience sample of Brazilian respondents. Future studies should employ stratified sampling to improve representativeness and explore variables such as social class. Originality – Despite increasing concerns about environmental issues, a gap remains between individuals’ attitudes and behaviour, particularly when political orientation plays a role. This paper contributes to the literature by highlighting the mediating function of political positioning.

Suggested Citation

  • Jussara da Silva Teixeira Cucato & Flavio Santino Bizarrias & Vivian Iara Strehlau & Marlette Cassia Oliveira Ferreira & Jussara Goulart da Silva, 2025. "The Impact of Environmental Awareness and Consumption Ethics on Proactive Environmental Behaviour: The Mediating Role of Political Position," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 37(SI), pages 9-23.
    • Handle: RePEc:zag:market:v:37:y:2025:i:si:p:9-32
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    References listed on IDEAS

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