Environmental Awareness in Three Dimensions: the Role of Social Values, Ecological Beliefs, and Personal Commitment in Consumer Behavior
DOI:
https://doi.org/10.15170/MM.2026.60.KSZ.01.05Keywords:
values, sustainability, environmental awareness, motivationAbstract
THE AIM OF THE PAPER
Uncovering the internal motivations behind sustainable consumption is essential for a deeper understanding of environmentally conscious behavior and for laying the foundations of targeted awareness-raising interventions. The aim of this study is to examine the extent to which proenvironmental behavior is influenced by ecological values, social convictions, and self-identical personal motivations.
METHODOLOGY
The research is based on a quantitative survey (n = 2224), in which motivations were operationalized along three dimensions: ecological commitment (EF), social-human factors (HF), and action intention based on personal conviction (EPW). Data processing involved cluster analysis, analysis of variance (ANOVA), and correlation tests to explore the relationships among the attitude dimensions. The clustering procedure identified four clearly distinguishable groups, each characterized by different value preferences and sustainability-related attitudes.
MOST IMPORTANT RESULTS
The most prominent influencing factor was social motivation, particularly responsibility for future generations and the value of human relationships. While self-identical and ecological motivations were also present, their impact proved to be more moderate. The identified clusters demonstrated different levels of openness and value orientation toward sustainable behavior. The four clusters clearly differed in terms of attitude intensity and value orientation: for instance, one group displayed high social sensitivity and strong environmental commitment, whereas other groups showed more passive or even contradictory attitudes.
RECOMMENDATIONS
In encouraging pro-environmental consumer behavior, it is advisable to emphasize social relationships and community responsibility. Communication campaigns that build on personal values, role models, and interpersonal influences are likely to induce more effective behavioral change than those relying solely on ecological messages. When designing sustainability-oriented policy programs and educational strategies, it should also be taken into account that social motivations influence young consumers’ attitudes more strongly than ecological or individualized arguments. Therefore, public policy instruments should incorporate community- and generationcentered narratives.
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