Understanding the Attitude-Behavior Gap in the Context of Green Consumption Behavior

Abstract

The purpose of this chapter is to delineate the attitude-behavior gap phenomenon as it relates to green consumption behavior, an important component of environmental sustainability considerations. After a brief introduction to the topic, a number of possible explanations for the gap are reviewed. Some of the viable steps to overcome the associated problems—in light of various actions that can be taken by governments/public policy makers, environmental non-governmental organizations, the business sector, and individual consumers—are considered in the discussion section. Suggestions for future research and some concluding remarks follow, which, altogether, try to shed some light on the issue and hence encourage consumers be more involved—rather than just concerned—with the environmental betterment of the planet.