Perceptual deterrents of the green consumer

Abstract

Purpose The purpose of this study is to better understand consumers’ overall perceptions of “being green” in an attempt to address the green attitude–behavior gap. Design/methodology/approach This study features a qualitative study that uses a projective technique to tap into consumers’ underlying perceptions of those who purchase green products. A follow-up, quantitative study tests the mediation effects of perceived judgment and self-congruity perceptions on the green attitude–behavior gap. Findings The key finding of the first study suggests that consumers tend to “judge” others based on their degree of greenness. The second study confirmed both perceptions of judgment and self-congruity mediate the relationship between green attitudes and behaviors. Originality/value This study explores the elusive green attitude–intention gap with both a qualitative and quantitative approach. Perceived consumer judgment emerges as a new variable to consider in better understanding green consumer behaviors.