TRUE GREEN CONSUMERS: AN INVESTIGATION OF CONSUMERS’ GENUINE WILLINGNESS TO SHARE ENVIRONMENTAL RESPONSIBILITY

This research investigates environmental attitudes among consumers in three countries: The United States of America, Kuwait and Turkey. The choice of the three countries is based on levels of income and economic development. The focus of this study is exploring characteristics of consumers having the goal of becoming genuinely green. A true green consumer is an individual who plans their lifestyle to become environmental friendly. Moreover, true green consumers are not only environmentally responsible, but also committed to convert his family and friends into green individuals.