{"id":37884,"date":"2026-01-19T12:59:19","date_gmt":"2026-01-19T11:59:19","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=37884"},"modified":"2026-01-19T12:59:19","modified_gmt":"2026-01-19T11:59:19","slug":"4-2-operationalising-and-measuring-the-environmental-orientation-of-eu-citizens","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/4-2-operationalisierung-und-messung-der-umweltorientierung-von-eu-buergern\/","title":{"rendered":"4-2: Operationalisation and measurement of the environmental orientation of EU citizens"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

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Market research \u2192 Decision problems in the context of data collection \u2192 Measurement theory basics (Chapter 4.2.2)<\/p>\n<\/div>\n\n\n

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A survey was conducted on behalf of the European Commission to determine the attitudes of EU citizens towards the environment.<\/strong><\/p>\n\n\n\n

People aged 15 and over with the nationality of an EU member state and resident in one of the member states of the European Union were surveyed (survey subjects). Sampling was carried out using multi-stage random selection. The surveys were conducted as \u201eface to face\u201c interviews with the selected persons in the respective national language. A total of 26,730 people were interviewed.<\/p>\n\n\n\n

The characteristic to be measured was defined as \u201ewillingness to act in an environmentally oriented manner\u201c and the willingness to buy environmentally friendly products was identified as a suitable indicator, which was operationalised using the following question: \u201eI am generally willing to buy environmentally friendly products, even if they are slightly more expensive than normal products.\u201c The measurement was carried out using a five-point interval scale (1 = don't know\/no answer \/ 2 = strongly disagree \/ 3 = somewhat disagree \/ 4 = somewhat agree \/ 5 = strongly agree).<\/p>\n\n\n\n

Three quarters (25 per cent strongly agree, 50 per cent somewhat agree) stated that they are willing to buy environmentally friendly products, even if they are slightly more expensive than normal products, while almost a fifth are unwilling to change their consumption habits in favour of the environment.<\/p>\n\n\n\n

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\"The
Results of the survey on the environmental orientation of EU citizens<\/figcaption><\/figure>\n\n\n\n
Image description<\/summary>\n

The diagram breaks down the response categories to the question of environmental orientation as follows:<\/p>\n\n\n\n