Transcript 6Bonfield_801 Survey Presentation2

Survey Research
Measuring Environmental
Consciousness and it’s
Relationship to Green Behaviors
and Sustainable Lifestyles
Fun Agenda
Class portion
Objectives for presentation
Summary of survey concepts and key issues
Summary of reading concepts (sustainable
behaviors survey research)
Lab portion:
Demonstration of survey monkey and
issues/benefits
Demonstration of SFU websurvey and
issues/benefits
Objectives for presentation
Learn some survey basics
Learn how surveys are used for measuring
environmental consciousness and
sustainable behaviors
Learn the pros and cons of two survey
software programs
Survey concepts and issues
“Today the word "survey" is used most
often to describe a method of gathering
information from a sample of
individuals. This "sample" is usually just
a fraction of the population being
studied” (What is a survey online
booklet) .
Survey concepts and issues
How to choose your sample size?
“…the well-known national polls
frequently use samples of about 1,000
persons to get reasonable information
about national attitudes and opinions.”
(What is a survey online booklet) .
Survey concepts and issues
What are some common survey
methods?
Mail
Telephone
In person
Web
Video or animated computer “in person”
Survey concepts and issues
What are some common survey issues?
Non-response within survey sample
Types of populations (I.e., students, magazine
subscribers)
Self-reporting inaccuracies
Questions are leading…
Question wording is “unclear” or means different
things to different people (e.g., ‘often’)
Bias
Data collection and analysis
Reading Concepts &
Discussion
Why measure green consciousness?
What I found interesting in the studies was
Studies point to the importance of measuring both
the behaviors we want to encourage (I.e., energy
conservation)
And the values, attitudes, beliefs and knowledge
that lead to these behaviors
Reading Concepts &
Discussion
Reading 1: The link between green
purchasing decisions and measures of
environmental consciousness
Purpose: “to ascertain whether variables
specific to environmental consciousness are
more suitable for characterizing consumers’
green purchasing decisions.” (p.35)
Reading Concepts &
Discussion
Reading 1: “The link between green purchasing decisions and
measures of environmental consciousness”
Measurement: the authors intended to measure the
the environmental consciousness construct
Environmental consciousness construct
consists of attitudes, knowledge and
behaviors
Reading Concepts &
Discussion
Reading 1: “The link between green purchasing decisions and
measures of environmental consciousness”
Measurement: the authors propose their construct as
an alternative to measuring socio-demographics and
personality linkages to pro-environmental purchasing
behaviors
Reading Concepts &
Discussion
Reading 1: “The link between green purchasing decisions and
measures of environmental consciousness”
Dependent variables (pages 41 & 42)Each
item was measured on a 5-point frequency of
purchase scale (1 = “Never”, 5 = “Always”)
“General purchasing scale
Recycled paper products
Not tested on animals
Environmentally-friendly detergent
Organically-grown fruit and vegetables
Ozone-friendly aerosols.
Reading Concepts &
Discussion
Reading 1: “The link between green purchasing decisions and
measures of environmental consciousness”
Independent variables (four composite
scales) (pages 41 & 42)
Knowledge scale format
(1 = “Know nothing about”, 5 = “Know a great deal about”).
Attitudes scale format
(1 = “Strongly disagree”, 5 = “Strongly agree”).
Recycling Behavior scale format
(1 = “Would never do”, 5 = “Do often”).
Political Action scale format
(1 = “Would never do”, 5 = “Do often”).
Reading Concepts &
Discussion
Reading 1: “The link between green purchasing decisions and
measures of environmental consciousness”
Methodology
Literature review
Focus groups to develop questions
Questionnaire piloted
Data was collected from two different populations
to assess generalizability of student populations
to the general public
Reading Concepts &
Discussion
Reading 2: Can socio-demographics still play
a role in profiling green consumers? A review
of the evidence and an empirical
investigation
Purpose: The authors in this study “…take a closer
look at the role of socio-demographics for profiling
green consumers” (p.466). They take the previous
study (reading 1) further by testing the links
between socio-demographic measures and
measures of environmental consciousness
Reading Concepts &
Discussion
Reading 2: “Can socio-demographics still play a role in profiling
green consumers? A review of the evidence and an empirical
investigation”
Measurement: socio-demographic variables
Gender
Age
Marital Status
Number of children in household
Social class
Reading Concepts &
Discussion
Reading 2: “Can socio-demographics still play a role in profiling
green consumers? A review of the evidence and an empirical
investigation”
Environmental Knowledge Scale (scored on five-point itemized
category scales, anchored at 1 = ‘‘Know nothing about’’ and 5 = ‘‘Know
a great deal about’’).
An Environmental Attitudes Scale consisting of 18 five-point Likert
statements aimed at capturing concern about environmental quality
A Recycling Behavior Scale (scored on five-point itemized category
scales, anchored at 1 = ‘‘Would never do’’ and 5 = ‘‘Do often’’).
A Political Action Scale (scored on five-point itemized category scales,
anchored at 1 = ‘‘Would never do’’ and 5 = ‘‘Do often’’).
A Purchasing Behavior Scale comprising three statements regarding
general green shopping habits, as well as the incidence of purchase of
four green product categories, such as recycled paper products and
green detergents (scored on five-point itemized category scales,
anchored at 1 = ‘‘Never’’ and 5 = ‘‘Always’’).
Reading Concepts &
Discussion
Reading 2: “Can socio-demographics still play a role in profiling green
consumers? A review of the evidence and an empirical investigation”
Methodology
Literature review
In depth interviews with acknowledged green ‘experts’
34 semi-structured interviews with members of the general
public
Three focus groups (experts and academics, business
students)
Questionnaire piloted
Survey pre-tested on 600 UK residents before administering
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Summary
Pre-Survey research is important to proper
design of an effective survey
Sample size matters
Survey distribution method matters
Choice and operationalization of variables
and measurement units is significant
Survey research developed to understand
sustainable behaviors is getting increasing
sophisticated and far more accurate
Summary
Surveys are used to measure variables
and their relationships to better
understand sustainable lifestyle
behavior
Measurements include
Socio-demographic variables
Personal/Psychological factors
Environmental consciousness constructs
Summary
Surveys using these measurements
have been able to categorize groups or
clusters of people
Committed environmentalists
Mainstream environmentalists
Occasional environmentalists
Non-environmentalists
And their related social, environmental
values, knowledge etc
Questions? Comments?
Lab Agenda
Review pros and cons of survey
monkey and SFU websurvey
“Walking tour” of survey monkey
“Walking tour” of SFU websurvey