ABSTRACT
The empirical research describes eco-attitudes and eco-behaviors of consumers in the new German states, which formerly comprised East Germany. Factor analysis suggests underlying dimensions exist in consumer attitudes and behaviors toward environmental issues. Cluster analysis suggests relatively homogenous groupings or segments of consumers in the context of their environmental attitudes. The results point to the need for approaches to environmental marketing which recognize distinct consumer groups which transcend a “green” or “non-green” dichotomy. The chapter also discusses potential environmental issues specific to developing economies.
