Abstract :
[en] In recent decades, green consumption has become an important trend among people
in developed countries. This phenomenon is beginning to spread worldwide, particularly to
developing countries. Due to the development gap between developed and developing countries,
consumption behavior in these countries remains quite divergent. Another unexplored
divergence is the difference in consumption between populations of the same country,
according to the living neighborhood and its geographical characteristics. This doctoral
research scrutinizes the differences in green consumption between populations in the same
emerging country, Algeria, and questions the effect of living place/location (Question of Place)
(Johnston, 1991) on consumers' green orientations.
First, the research explores the main ideas relating to green consumption among young Algerian
students through focus-groups. The aims is to set up a measurement scale for the new concept
of green orientation : an innovative variable of consumer behavior towards green products that
expresses a mental inclination including cultural, environmental, social and economic factors,
and, supporting consumers in specifying their consumerist beliefs to regulate their consumption
behavior (Ayoun et al., 2017). Secondly, an e-survey constructed on the determinants will
question a diverse population. The research highlights a new driving variable including a spatial
component. The aim of the survey are to assess the new variable in a green consumption
behavior model in order to examine its position among the Algerian population; in particular,
to analyze the effect of the space living (urbanity, rurality, accessibility, ethnic diversity,
economic level of the area) on the green behavior of Algerian consumers with regard to green
products.
