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Introduction
In the past few decades, there has been a positive evolution in pro-environmental knowledge, attitudes, and behaviours among consumers ([42] Laroche et al. , 2001). In the late 1980s, the National Anxiety Centre reported that environmental issues represented half of the top-ten worry list. Expressions such as "Decade of the environment" or "the Earth decade" have been associated to the 1990s. Through this decade, social and environmental concerns tool on great importance for consumer-purchasing decisions ([61] Prothero, 1996; [49] Menon et al. , 1999). Businesses coped with this new situation in many innovative and relevant ways, seeking to remain competitive, started to incorporate these newly emerging concerns in their management and marketing decision making ([74] Straughan and Roberts, 1999; [67] Rivera-Camino, 2007).
Nowadays, green consumers adapted to environmental threats in several ways as they became more willing to pay extra for ecologically friendly products, considered environmental issues when shopping (e.g. checking if the product is made from recycled materials), and bought more ecologically compatible products ([42] Laroche et al. , 2001). Such orientation by the consumers increased the attention devoted to the relationship between consumer behaviour, marketing, and the environment. This attention has been evident in two facets: first, there has been an increase in public awareness regarding environmental aspects, and second, an increase in the evidence of environmental responsibilities or green activities ([60] do Paço and Raposo, 2009).
On the other hand, to avoid deceiving claims by producers and advertisers, the UK watchdogs started cracking down on spurious science. In March 2010, a new BCAP Code (the Broadcast Code for Advertisers) and the CAP Code (applicable to non-broadcast advertising and sales promotions) stating "Generalized claims for environmental benefit must be assessed on a 'cradle to grave' basis". Advertising and producers' claims for a product are assessed not just on the finished article, but also on the resources used, manufacturing, packaging, distribution, and disposal.
The present study attempts to offer more insights into the Bahraini green consumer market. The research objectives are divided in twofold. First, the study examines a range of demographic (age, gender, income, and education) and psychographic factors (perceived consumer effectiveness (PCE), environmental concern (EC), and liberalism) in relation to ecological conscious consumer behavior (ECCB). To address the future of...