The Impact of Environmental Awareness and Consumption Ethics on Proactive Environmental Behaviour: The Mediating Role of Political Position

Jussara da Silva Teixeira Cucato (), Flavio Santino Bizarrias (), Vivian Iara Strehlau (), Marlette Cassia Oliveira Ferreira () and Jussara Goulart da Silva ()
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Jussara da Silva Teixeira Cucato: ESPM
Flavio Santino Bizarrias: ESPM
Vivian Iara Strehlau: ESPM
Marlette Cassia Oliveira Ferreira: Instituto Federal de Educação Ciência e Tecnologia de São Paulo
Jussara Goulart da Silva: Universidade Federal de Uberlandia

Tržište/Market, 2025, vol. 37, issue SI, 9-23

Abstract: Purpose – This paper examines how environmental awareness and consumption ethics influence proactive environmental behaviour, with the mediating role of individuals’ political positioning. Design/Methodology/Approach – Data were collected via a structured survey of 179 respondents and analysed using structural equation modelling (PLS-SEM) and mediation analysis. Findings and Implications – The results suggest that conservative political positioning negatively influences, and partially mediates the effect of environment awareness and ethical consumption on proactive environmental behaviour. Limitations – The primary limitation is the use of a non-probabilistic convenience sample of Brazilian respondents. Future studies should employ stratified sampling to improve representativeness and explore variables such as social class. Originality – Despite increasing concerns about environmental issues, a gap remains between individuals’ attitudes and behaviour, particularly when political orientation plays a role. This paper contributes to the literature by highlighting the mediating function of political positioning.

Keywords: political position; pro-environmental behaviour; consumption ethics; consumer behaviour (search for similar items in EconPapers)
Date: 2025
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