Factors affecting the relationship between environmental concern and behaviors

Purpose – The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors. Design/methodology/approach – The authors survey 467 respondents and use a structural equation modeling approach to assess environmental involvement and willingness to pay more for green products as mediating variables between a multi-dimensional measure of environmental concern and sustainable behaviors. Findings – The findings suggest that environmental involvement and willingness to pay more for green products mediate the relationship between environmental concern and sustainable behaviors. But of the three dimensions of environmental concern, only concern for energy is statistically significant in the model. Research limitations/implications – The results empirically validate the multi-dimensionality of the environmental concern construct and its relationship with consumers’ sustainable behaviors. Both involvement and willingness to pay more fo...