PERCEIVED CONSUMER EFFECTIVENESS AND FAITH IN OTHERS AS MODERATORS OF ENVIRONMENTALLY RESPONSIBLE BEHAVIORS

The authors use a 1989 environmental opinion poll of the Canadian population to examine the influence of perceived consumer effectiveness (PCE) and faith in the efficacy of others (FIO) on the relationship between environmental attitudes and consumer behaviors. The results indicate that PCE moderates both the strength and form of the attitude-personal consumer behavior relationship while FIO moderates the strength and form of the attitude-support for regulatory action relationship. Implications of these results for consumer researchers, marketing managers, and policymakers are outlined