"Ecological ConsumerBehaviour PublishedResearch Paper On SPSSWork 1 Table of Contents1.0 Introduction ........................................................................................................................................ 21.1 Rationale of the study ......................................................................................................................... 32.0 Objective of the study: ........................................................................................................................ 43.0 Theoretical framework ....................................................................................................................... 43.1The two-component approach to attitudes– behavior relationship ................................................... 53.2 The three-component approach to attitudes– behaviour relationship ............................................. 53.3 The proposed model and hypotheses ................................................................................................ 64.0Methodology ........................................................................................................................................ 85.0Analyses ............................................................................................................................................. 125.1 Scales validation analyses ................................................................................................................. 125.2 Factor analysis ................................................................................................................................... 125.4Determination of proposed Model Fitness ........................................................................................ 155.5 Causal relationships .......................................................................................................................... 156.0 Conclusion: ........................................................................................................................................ 167.0 Future implication of research .......................................................................................................... 16Reference: ............................................................................................................................................... 17Annexure: ................................................................................................................................................ 182 1.0 Introduction In last three decades, concerns for protection of environment have increased by manifold amongconsumers. Initially, people were interested in discovering main environmental problems butwith changing time consumers have started to exercise their decision making process during thepurchase of products. We are experiencing positive trend in accepting eco-friendly product andsimultaneously consumers are reminding that environmental protection is not only task of firmsor institutions alone. Changing trend in consumer behavior is influencing supplies whenconsumers spontaneously decide to buy certain eco-friendly products instead of others. This shiftin consumption patterns can allow presence of ecological products in the market and reject therest. The emerging trend makes it important for organization to access opportunities that arise inthe ecological market space which has already developed an impetus. In the present study, authorhas focused on consumer characteristics that uniquely define their respectful behaviour towardsenvironment and ecological product. 1.1 Rationale of the studyTraditionally, researchers have been interested in understanding consumer behaviour from threedifferent perspectives:During first phase the studyattempt to assess consumers by means ofdemographic and socio-economic variables (Vining and Ebreo, 1990; Bhate and Lawler, 1997;Daniere and Takahashi, 1999; Frajet al. 1999; Fraj and Martínez,2003); Second phase considers information and knowledge gaps that people have with regard to environmental problems andissues (Arbuthnot and Lingg, 1975; Ramsey and Rickson, 1976; Grunert and Kristensen, 1992);and the third phaseencounter certain viewpoint thatemploys psychographic variables,including values, lifestyles, personality characteristics and attitudes ofnormal individual(Batsonet al. 1986; Granzin and Olsen, 1991; Ramanaiah et al., 2000). All these variables are3 quite complex and difficult to measure in any platform. Demographic variables turned out tohave little significance and thus, researchers preferred to use psychographic and knowledgevariables. This study aims to discover ecological consumer?s psychographic profile which canestablish a foundation base for future analysis. 2.0 Objective of the study:? The purpose of this study is to focus on psychographic variables and consumers? attitudeswhich are associated with ecological product.? To assess what attitudes best define ecological consumer?s profile.? To examine fitness of the proposed model.3.0 Theoretical frameworkSeveral authors used before in their studies the classical structure of Psychology. Consequently,they considered different values that influence people?s personality and characteristics; people?spersonality normally influences their attitudes to the environment (positive or negative); andtheir attitudes are directly related to their behaviour. Allport (1935) defined attitude as: „Amental and neural state of readiness, which exerts a direct influence on individual?s response toall objects and situations with which it is related? (p. 798). He stated that an attitude is adisposition that influences human behaviour.Later, other researchers took Allport?s theory as the basis, they established their logic just bymentioning classical structure (Maloney and Ward, 1973; Hines et al., 1987; Kaiser et al.,1999a,b): Value, Personality, Attitude, Behaviour. Kaiser et al. (1999b) shows two types ofenvironmental attitudes to study ecological behaviour (p. 2). The first type analyses attitudes4 towards ecological behaviour (Maloney and Ward, 1973; Hines et al., 1987; Kaiser et al., 1999b)(e.g. recycling), and the second approach pertains to attitudes towards environment as a whole(Maloney and Ward, 1973; Maloney et al., 1975; Schahn and Holzer, 1990) (e.g. air and waterquality).The present study is based on these two approaches. 3.1The two-component approach to attitudes – behavior relationshipThe first approach is connected with environmental attitudes towards ecological behaviour.Ajzen and Fishbein?s (1980) pointed “theory Reasoned Action” which supposed to predictbehaviour and attitudes. They define the „intention? variable related to attitudes and consider it asmain predictor of behaviour. This theory makes two assumptions: the first assumes and depictssystematic use of available information and the second establishes that people considerimplications of their actions before they decide to engage or not in certain behaviours. Thisframework is used to build our model together with the components introduced by Maloney et al.(1975).3.2 The three-component approach to attitudes – behaviour relationshipStudies of environmental concern are more frequent in area of attitudes– behaviour relationship.They either analyse individual?s attitude for natural environment or towards some elements of it.Rosenberg and Hovland (1960) proposed that in this approach, cognitive, emotional andintentional components of attitude need to be distinguished. The cognitive component consists ofwhat, correctly or wrongly, we interpret on something. The emotional component consists of ourfeelings on the subject matter. The third component, intentional one, defines intentions to act in5 "