The Role of Marketing in Environmental Protection and a Complete Model of Environmental Consciousness of Consumers
The Role of Marketing in Environmental Protection and a Complete Model of Environmental Consciousness of Consumers

Summary/Abstract: It can be suggested that achieving sustainable development requires considerable efforts of individuals. The unsustainable buyer, consumer and user patterns have to be changed; environmentally friendly activities and way of thinking have to be promoted. Marketing has the most extensive theoretical and practical knowledge in connection with consumption, consumer behaviour and promoting new things. Thus, making radical changes in existing consumer patterns needs some important marketing tasks. For example, the environmentally conscious consumer segments have to be defined; the influencing factors of environmentally friendly activities need to be disclosed for the sake of a more successful promotion of any manifestation of environmental consciousness. It can be hoped that the presented theoretical model that was developed as a part of the author's PhD dissertation, can help these efforts. This model is based on the recognition that environmental consciousness can be interpreted on several stages so that this concept can be defined better and better. According to the literature of environmental consciousness four interpretative stages could be distinguished: the global, the governmental, the organizational and the individual ones. Actually, the presented model consists of three embedded submodels/figures, which summarize the “inner” and “outer” influencing factors of environmentally conscious individual consumer behaviour

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