Article2018

Green consumption: Closing the intention‐behavior gap

Hung Vu Nguyen · Cuong Hung Nguyen · Thoa Thi Bao Hoang

499 citations0/0 files storedSustainable Development

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Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Abstract Green consumption has become an important academic and practical topic. However, a recurring theme in the literature has been the attitude‐behavior gap in green consumption. Taking the cognitive view in studying consumer behaviors, this study theoretically developed and tested two key moderators to the relationship between green consumption intention and behavior, namely green product availability and perceived consumer effectiveness. Under high levels of the moderators, the relationship between the intention and the behavior were hypothesized to be stronger. Our data sample of 416 consumers in two large cities in Vietnam provided support for the hypotheses. Our study results thus contribute to the green consumption literature by explaining the attitude‐behavior gap. Our study also contributes to the broader literature by explaining the inconsistency in consumer behavior. Implications and recommendations for further research are also discussed.

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References

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Cited by

2021Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda 2020The effects of consumer attitude on green purchase intention: A meta-analytic path analysis 2020Environmental awareness, firm sustainability exposure and green consumption behaviors 2021Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework 2023Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context

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