Environmental Awareness, Environmental Attitude And Consumer Attitude- A Study Of Correlation In Variables

Abstract

Abstract - The current study was conducted to find the correlation between the variables environmental awareness, environmental attitude and consumer attitude. The study was done on 600 respondents. The area of study was Dehradun, Haridwar and Roorkee, three cities in Uttarakhand, India. The objective of the study was to find the respondent’s level of environmental awareness, to measure their level of environmental attitude and consumer attitude and to find out if a relationship existed between environmental awareness and environment attitude and its dimensions. Further the relationship between environmental awareness and consumer attitude was also found. Factorial design was used and levels of awareness were matched with levels of occupation and gender. Stratified random sampling, a probability sampling technique, was used to choose the sample. Environmental Awareness Test (EAWT) by Dr. K. Yeshodhara was used to assess the environmental awareness of the subjects. Taj Environmental Attitude Scale (TEAS) by Dr. Haseen Taj was used to measure the environmental attitude of the respondents and Consumer Attitude Scale (CAS) was designed by author to measure the consumer attitude of the respondents. Correlation was calculated to analyse the data and to test the proposed hypothesis. The findings revealed a significant correlation among the variables. Key words: Environmental awareness, Environmental attitude, Consumer attitude, Dehradun