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The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors

Pam Scholder Ellen, Joshua Lyle Wiener and Cathy Cobb-Walgren
Journal of Public Policy & Marketing
Vol. 10, No. 2, Environmental Problems and Marketing (Fall, 1991), pp. 102-117
Stable URL: http://www.jstor.org/stable/30000238
Page Count: 16
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors
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Abstract

While perceived consumer effectiveness (PCE) has consistently been linked to socially conscious attitudes, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on behavior. In addition, the few studies which have considered the effects of PCE on reported behavior have done so only in aggregate. This research demonstrates that PCE is distinct from environmental concern and contributes uniquely to the prediction of certain pro-ecological behaviors. In addition, differences in PCE are shown to be associated with differences in demographics and political affiliation. The results suggest that motivating consumers to express their concern through actual behavior is to some extent a function of increasing their perception that individual actions do make a difference.

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