Perspectives of Ecological behaviour and attitude to the Environment: An empirical analysis on Kolkata citizens

Abstract

Increasingly, people choose ecological products when they do the shopping, not only because it is a healthier option but also because it helps to sustain the environment for future generations. They are prepared to switch products for ecological reasons and stop buying products from companies that cause pollution. Firms and other economic institutions are aware of the importance of reflecting these attitudes towards the environment in developing their products. This paper is focused on environmental attitudes as meaningful mediator of ecological behavior. A three-dimensional approach to this variable has been developed, which addresses its emotional, cognitive and co native components. A random sample survey of 384 individuals was used to verify the conceptual model and framework. This model was assessed initially by principal factor analysis and subsequently, by reproduced correlation. Findings of this study showed that environmental attitudes have a significant effect on ecological behaviour.