Analysis of retail customers in the field of environmentally conscious behavior with respect to home, mobility, heating and cooling, and governance

Abstract

This study aims to determine the factors to be improved to achieve a more elevated level of environmental awareness depending on the type of retail customers. By relying on the household survey conducted by ENABLE.EU team with the purpose of identifying the drivers of individual energy choices and behaviors regarding home, mobility, heating and cooling, and governance, the findings widen the knowledge about environmentally conscious consumer behavior. The dataset of the countries Hungary, Spain, and Ukraine served as a basis for the calculations. By addressing the research questions, the study applied both hierarchical and non-hierarchical cluster analyses, plus asymptotic independent samples z tests. The results reveal that the generalizability of environmental awareness can be declined: the most environmentally aware customers demonstrate a less conscious attitude in particular facets of mobility and governance. According to social and economic characteristics, this group is the most homogeneous, as it is composed of the most educated, economically active urban citizens with family and stable financial background. In the case of respondents lagging behind the best performers, a few favorable attitudes can be traced back to economic or demographic reasons. The findings enable decision-makers to conceive targeted approaches when raising awareness.