Abstract

This paper analyzes the impact of long-term orientation and perceived consumer effectiveness on
environmentally/ecologically conscious consumer behavior in the context of Turkey. Turkey is a collectivist,
high-context culture of significant geo-political importance with unique socio-cultural traits. The population is
young and natural resources are rich. In Turkey, environmental consciousness is a relatively less internalized
concept to which people are just recently beginning to adjust. All of this makes Turkey an interesting market to
study the environmentally conscious consumer behavior (ECCB) construct. Looking at the impact of long-term
orientation on ECCB is also one of the important contributions of this paper since environmental consciousness
requires a long-term view of the world around us. Building upon the adaptation and extension of past research in
the area, data are collected from 97 respondents, 80 per cent of whom are undergraduate college students, and
analyzed through commonly used statistical methods. The measures used are similar to those used in previous
studies. Environmentally conscious consumer behavior measure is adapted from Roberts (1996b) and McCarty
and Shrum (1994). Roberts’ (1996b) perceived consumer effectiveness measure is used in the study. Long-term
orientation scale is adapted from Bearden, Money and Nevins (2006).

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