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Open Access Publications from the University of California

It's Not Easy Being Green: An Exploration of the Environmental Attitude-Behavior Gap

  • Author(s): Malizia, Kristina
  • et al.

This paper explores some factors underlying individuals’ green attitudes and behaviors that exist when making purchasing decisions. The objective is to provide insights into the consumers’ perceptions of eco-friendly products in terms of quality, price, and environmental impacts. It addresses the complexity of the environmental attitude-behavior gap and the challenges “green consumers” may face in the markets. Overall, the paper is able to use data from a small sample of U.S. consumers to suggest a misconception that people believe eco-friendly products to be helpful or have a positive impact on the environment. It also suggests that people’s perceptions of “eco-friendly” may differ from product line to product line. Therefore, this author joins the growing number of scholars who suggest a need for improved messaging and more transparency in the green market.

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