Perceptual Deterrents of the Green Consumer

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