What are the Main Psychographic Differences between Persons Behave in an Environmentally Friendly Way and Those Who Do Not?

Experts dealing with environmentally friendly consumer behavior can often meet the problem of the existing gap between positive environmental attitude and green behavior. Despite of the very intensive communication campaigns in connection with environmental problems there are still only a few consumers who consciously put this view into practice. One of the main aims of this empirical study conducted in September 2007 was to identify those psychographic factors, which differentiate persons alongside their environmentally friendly behavior the most. Perceived consumer effectiveness and perceived inconvenience of environmentally friendly behavior were those factors, which play significant role in differentiation of green consumers from the others.