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Ecologically Conscious Consumer Behavior (ECCB) -including pro-environmental purchase, pro-environmental post-purchase (recycling) and pro-environmental activitieswas investigated. Demographic variables, the List of Values, environmental knowledge, pro-environmental attitudes and recycling attitudes were also examined as potential correlates of the ECCB types. Evidence was found that demographics and attitudes affect ECCB, while environmental knowledge and the L.O.V. do not. Cluster analysisdoi:10.1108/emjb-05-2013-0022 fatcat:vbgixpacrrampld3j3mu2dc3zi