DO WE KNOW WHAT WE NEED TO KNOW - OBJECTIVE AND SUBJECTIVE KNOWLEDGE EFFECTS ON PRO-ECOLOGICAL BEHAVIORS

The solution of societal problems such as coping with solid waste depends, in part, on identifying desirable behaviors and developing programs to encourage citizens to act accordingly. This research empirically examines the relationship between objective and subjective knowledge, pro-ecological behaviors and related attitudes. Results indicate not only that objective knowledge is relatively low among a group of environmentally concerned individuals but that it is not significantly related to perceived knowledge suggesting that persons who believe they are knowledgeable may not, in fact, have the requisite knowledge to make sound ecological decisions. Examination of the effects of each type of knowledge on behaviors indicates that objective knowledge is only significantly related to committed recycling behaviors, whereas perceived knowledge is positively associated with committed recycling, source reduction, and political action behaviors. The results suggest the need for cooperation among marketers, government, and environmental-oriented organizations to develop standardized meanings for ecological terms and symbols for labeling and advertising and to devise effective educational programs for consumers.