Can Individuals do anything for the Environment? - The Role of Perceived Consumer Effectiveness

The article tries to find explanation for the question that although green products and services are more easily available than in the past and people are more and more informed on the environmental problems; however there are still consumers who do not show green behavior. The reason behind that can be the lack of belief in the effectiveness of the actions of the individual. How can we measure perceived consumer effectiveness and are environmentally and non-environmentally friendly consumers different in this term? These questions have been answered in this article based on a sample of 204 Hungarian consumers.