Long-term Orientation, Perceived Consumer Effectiveness, and Environmentally Conscious Consumer Behavior: The Case of Turkey

Abstract

This paper analyzes the impact of long-term orientation and perceived consumer effectiveness on environmentally/ecologically conscious consumer behavior in the context of Turkey. Turkey is a collectivist, high-context culture of significant geo-political importance with unique socio-cultural traits. The population is young and natural resources are rich. In Turkey, environmental consciousness is a relatively less internalized concept to which people are just recently beginning to adjust. All of this makes Turkey an interesting market to study the environmentally conscious consumer behavior (ECCB) construct. Looking at the impact of long-term orientation on ECCB is also one of the important contributions of this paper since environmental consciousness requires a long-term view of the world around us. Building upon the adaptation and extension of past research in the area, data are collected from 97 respondents, 80 per cent of whom are undergraduate college students, and analyzed through commonly used statistical methods. The measures used are similar to those used in previous studies. Environmentally conscious consumer behavior measure is adapted from Roberts (1996b) and McCarty and Shrum (1994). Roberts' (1996b) perceived consumer effectiveness measure is used in the study. Long-term orientation scale is adapted from Bearden, Money and Nevins (2006).