Ecologically-conscious consumer purchases in Lithuania

Abstract

This study analyses the relationship between the ecologically conscious consumer behavior and ecological products purchase. Recent literature defines the ecologically conscious consumer behavior as a multidimensional construct and outputs of the ecologically conscious consumer behavior are attitudinal dimension as intent to purchase ecological products or behavioral dimension as actual purchasing of ecological products. Authors of this study investigate outputs of the ecologically conscious consumer behavior in Lithuania. The purpose of this study – to investigate the relations between the ecologically conscious consumer behavior and ecological products purchase in Lithuania. The results of quantitative survey with 185 retail store customers prove the existence of both consumer behavior outputs: attitudinal and behavioral of the ecologically conscious consumer behavior. The study found that environmentally conscious consumer behaviors are expressed by attitudinal and behavioral dimensions. Results of the study revealed that strong actual purchase of ecological products are related to the energy saving and storage, and medium strength intent to purchase ecological products are related to products recycling, sorting, environmental friendliness and social responsibility among lithuanian.