2.4. Environmental attitude
Attitudes towards environment is defined as cognitive judgment is closely related to environmental protection, it also will reflect personal ecological world view of human relationship with the nature or environment. (Stern,2000). According to Amstrong and Kotler (2009), attitude is a person‟s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea. Irland (1993) mentions that a consumer’s purchasing intentions are dependent upon his or her environmental attitudes. Attitudes as acts that represents what consumers like and dislike and “attitude of environmental concern are rooted in a person’s concept of self and the degree to which an individual perceives himself or herself to be an integral part of the natural environment (Blackwell et. al 2006,Schultz and Zelezny ,2000).The attitude acts as an important antecedent to the behavioural intention which is described as the degree of favourable or unfavourable evaluation of the behaviour under study (Ajzen, 1991). Hence there is a positive relationship between environmental attitude and green environmental behaviour (Kotchen and Reiling, 2000). Ajzen (1991) emphasized that positive attitude towards a particular behaviour strengthens the intention to perform that behaviour. Attitudes towards ecology, environment and sustainability in general influence the decision making process. From the above discussion hypothesis formulated that:
Hypothesis 4:
Attitudes towards environment is defined as cognitive judgment is closely related to environmental protection, it also will reflect personal ecological world view of human relationship with the nature or environment. (Stern,2000). According to Amstrong and Kotler (2009), attitude is a person‟s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea. Irland (1993) mentions that a consumer’s purchasing intentions are dependent upon his or her environmental attitudes. Attitudes as acts that represents what consumers like and dislike and “attitude of environmental concern are rooted in a person’s concept of self and the degree to which an individual perceives himself or herself to be an integral part of the natural environment (Blackwell et. al 2006,Schultz and Zelezny ,2000).The attitude acts as an important antecedent to the behavioural intention which is described as the degree of favourable or unfavourable evaluation of the behaviour under study (Ajzen, 1991). Hence there is a positive relationship between environmental attitude and green environmental behaviour (Kotchen and Reiling, 2000). Ajzen (1991) emphasized that positive attitude towards a particular behaviour strengthens the intention to perform that behaviour. Attitudes towards ecology, environment and sustainability in general influence the decision making process. From the above discussion hypothesis formulated that:
Hypothesis 4: