Values As Antecedents For Ecologically Conscious Consumer Behavior Among Seniors: A Cross-Cultural Comparison

Abstract

This study examines Kahle's List of Values (LOV) as potential antecedents to ecologically conscious consumer behavior (ECCB) among Japanese and British seniors. Theory suggests older adults have a different value base to younger adults, and empirical studies have demonstrated LOV to be predicative of a wide range of consumer behaviors; yet there is a research gap in that LOV and ECCB have not been brought together. Results suggest that LOV is a useful instrument for gaining insights into the ECCB of senior adults, and that cultural differences emerge. These findings have implications for the marketing of ethical and environmentally friendly products to an important and growing global segment.