Understanding Green Consumption: Is Perceived Consumer Effectiveness a Predictor of Green Behaviour?

Abstract

In recent years, increased consumer interest in the environment has led to a surge in the availability of green products and services. However, academic literature on green consumption finds that individual concerns about the environment do not necessarily translate into purchases of green products and services (Kim 2011). The gap between consumer attitudes to the environment and the adoption of green behaviour has been labelled the ‘green gap’ (Gupta and Ogden 2009).