ABSTRACT
Purpose: To study the socio-psychological factors - eco-literacy, perceived consumer effectiveness and perceived seriousness of environmental problem - influencing the environmental attitude of the consumers of Delhi-NCR. For meeting the research objective, descriptive research method was used. A survey was administered to the residents of Delhi-NCR which was divided into four zones yielding a total response of 347 consumers. Standard scales with some relevant modification were used for measuring sociopsychographic constructs and consumer environmental attitude and then exploratory factor analysis and confirmatory factor analysis were used to find out the nature of relationship amongst these constructs. Results show that Perceived Seriousness of Environmental Problem (PSEP), Eco-literacy and Perceived Consumer Effectiveness(PCE) are three socio-psychological factors which are positively correlated to consumer environmental attitude (CEA). The research is conducted in a small area of Delhi-NCR using convenience sampling technique which is more prone to common bias error. Only three socio-psychological factors were studied in this paper whereas other socio-psychological and socio-cultural factors are yet to be studied with respect to their relationship with consumer environmental attitude. The 54demographic factors have also not been studied. Further research can be done on the moderation effect of product involvement, pricing system and product necessity on the CEA. This research can be extended over to the relationship between CEA and the willingness to buy environmentally friendly product. The outcome of the research may help the marketers, policy makers, strategists, advertisers and other stakeholders in designing their policies and promotional strategies in order to tap a new emerging market of socially responsible and environmentally friendly consumers.
