Survey Research

1. Survey Research Measuring Environmental Consciousness and it’s Relationship to Green Behaviors and Sustainable Lifestyles

2. 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

3. 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

4. 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) .

5. 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) .

6. Survey concepts and issues • What are some common survey methods? • Mail • Telephone • In person • Web • Video or animated computer “in person”

7. 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

8. 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

9. 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)

10. 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

11. 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

12. 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.

13. 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”).

14. 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

15. 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

16. 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

17. 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’’).

18. 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

24. 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 unitsis significant • Survey research developed to understand sustainable behaviors is getting increasing sophisticated and far more accurate

25. 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

26. 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

27. Questions? Comments?

28. Lab Agenda • Review pros and cons of survey monkey and SFU websurvey • “Walking tour” of survey monkey • “Walking tour” of SFU websurvey