The analysis of the effects of consumers value structures, demographic and psychographic attributes on environmentally sensitive consumption behavior

The main purpose of this study is to analyze the effects of consumers? value structures, demographic and pshycographic attributes on environmentally sensitive consumption behavior. In this manner the factors causing environmentally sensitive consumption behavior, which is accepted as a prosocial behavior, can be examined closely. To understand the factors affecting this behavior is very important to the businesses engaged in green marketing activities. Thus it will be possbile to understand why some people exhibit environmentally sensitive behavior and may allow to originate some intended alterations on other peoples? behaviors.Firstly literature survey has been made initially which provides secondary data to be analyzed. To explain the environmentally sensitive consumption behavior which has two dimensions ? consumption and purchase-, a model has been proposed based on Value- Belief-Norm Theory. To test the model and hypotheses, data gathered through structured questionnaire in Manisa Center district and were analyzed by t test, ANOVA test and multivariate statistical tests like SEM (Structural Equation Modeling).Based on the findings, demographic factors (gender, marital status, age) and psychographic attributes (value structures, environmental attitudes, awareness of the actions? consequences, personal norms) have influence on environmentally sensitive consumption and purchase behavior. Personal norms are the main and strongest determinants of environmentally sensitive consumption and purchase behavior. Personal norms are activated by values, environmental attitudes and awareness of the actions? consequences. So the individual feels personal and ethical obligation to act and he/she turns it into action. According to this fact, both the businesses and central and local authority should express ?environmental sensitivity is not a choice but a personal and ethical obligation? in the strategies that aim to develop environmental sensitivity and to reflect it to consumption behavior.Keywords: Environmentally Sensitive Consumption Behavior, Value Structures, Demographics, Psychographics, Green Marketing, Consumer Behavior.