Perceptual deterrents of the green consumer
ISSN: 1352-2752
Article publication date: 10 March 2022
Issue publication date: 29 March 2022
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.
Keywords
Citation
McLelland, M.A., Foster, J. and Pollitte, W. (2022), "Perceptual deterrents of the green consumer", Qualitative Market Research, Vol. 25 No. 2, pp. 293-318. https://doi.org/10.1108/QMR-01-2021-0006
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited