The Importance of Studying Behavior in the Effort of Educating Consumers Towards Ecological Awareness
The Importance of Studying Behavior in the Effort of Educating Consumers Towards Ecological Awareness

Summary/Abstract: The concerns regarding the environment and sustainable development have increasingly taken an important place in the whole worlds‘s vocabulary, and political, economical, and social practicies. Europe‘s concern regarding a potential food crisis has determined the authorities to develop and implement a series of documents with the purpose of influencing human behavior in the direction of protecting and preserving the environment. In order for the ecological strategies and programs to be efficient and to achieve their purpose, it is necessary to gear the very commitment of the consumer. Studies worldwide indicate that consumers are concerned regarding environmental protection and they are even willing to change their behavior, being motivated by the desire to protect the environment. Yet, the dichotomy between consumers‘ statements and their daily practice increases the concerns and requires a deeper approach in consumer‘s behavior analysis. Consumer behavior is an extremely complex phenomenon, influenced by a variety of factors, both internal and external. Identifying these determinant factors of behavior is crucial for the consumer‘s education initiatives towards environmental awareness. Also, the initiatives of changing consumer behavior and consumer‘s education need to be extremely specific formulated and very well planned, and their operationalization needs to be incorporated with actions generated by multiple sources. This paper presents a study that investigates consumers‘ attitude regarding the environment in Bihor county and explores a multi-source intervention model for consumer education initiatives.

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