The present research is concerned with exploring individual environmental responsibility from the operational or deepened marketing perspective of private and public strategic decision-making. The theoretical foundation underlying the research design in this investigation is social responsibility (altruism, prosocial behavior, aiding, or helping) theory. More specifically, the relationship between the social responsibility correlates of internal-external control, social responsibility, social class, age, and income and multiple attitudinal and behavioral measures of environmental responsibility is examined. Differences between Sierra Club and/or Audubon Society subjects and general population on attitudinal and behavioral measures of environmental responsibility were found to be significant and in the predicted direction.
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