Studies of green behavior have awakened a
growing interest, since the accelerated environmental degradation is partly
attributed to a lack of such behavior. However it is not an easy task to modify
consumer habits and influence the behavior of individuals. The review of
literature regarding green behavior reveals preference for variables related to
values or attitudes (or changes in attitudes) or external variables of the
individuals, mainly the situational, that occupy a prominent position in these
studies. Studies focus especially on social standards and the physical
environment where specific behaviors occur, observing how these are fomented or
obstructed by the conditions of the environment. This paper summarizes
variables extracted from four models of green behavior in five core groups:
orientation man-nature, perceived control, ecological knowledge, personal
consequences and environmental consequences, which are described below, with a
special focus on the Mexican individuals as an example of application of
environmental marketing strategies.
The revision of the variables of the green
behavior from the perspective of Mexican individuals shows the relevance of
adding aspects of development and social justice in the environmental speech
that promotes in Mexico the preservation of the natural environment. The
existence of environmental values in sectors that are still struggling for
achieving decent standard of living, show that those values are not superfluous
components in the vision of the future, but it seems that the connection
between a better future and the environmental responsibility is not yet clear
to most of Mexicans. It is therefore necessary to expand the interest on
environmental issues among Mexicans and generate values in the particular context
of different population sectors, so that they can acquire consistency and gain
a real sense. It is indeed perceived that in the case of Mexicans, the
importance of the environmental component in the quality of life in the short
and long term has not been achieved yet. This situation is probably due to the
scarcity of economical resources to implement campaigns and projects focused
towards the environmental sustainability beyond the local context, but it is
maybe also due to the kind of environmentalist speeches that are being
publicized that have a strong ecological bias, i.e. they pandurate
environmental conservation and the links between the development and the
quality of life. Whereas the search for solving more basic and immediate
problems, such as acquiring food, maintaining health and keeping a job, or
survival issues, should find its sustain in predominant environmental speeches,
worried so far essentially for the protection of species and the simple no
alteration of the ecosystems.
Article by Eva
CONRAUD-KOELLNER and Arturo RIVAS-TOVAR,from Universidad de Guanajuato and Instituto
Politecnico Nacional
Full access: http://mrw.so/4Biq4Q
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| Image by Ian & Kate Bruce,from Flickr-cc. |
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