Studying the potential gap between firms' and consumers' sustainable attitudes and behaviors is important for aligning expectations and promoting strategies to reduce this gap and effectively implement sustainable business models. However, knowledge is lacking on this attitude-behavior gap, which has been rarely explored from either the macro or the micro perspectives. Hence, this study investigates sustainable consumer behavior at the macro and micro levels through two quantitative studies based on the theory of planned behavior. At the macro level, the study identifies a significant correlation between a country's GDP and sustainable behaviors, with the findings suggesting that higher economic development encourages behaviors that surpass attitudes. Despite widespread environmental concern and positive environmental attitudes, a notable attitude-behavior gap persists across European countries, underscoring the complexity of translating environmental awareness into consistent actions. At the micro level, the focus shifts to the hospitality sector in Portugal, revealing that the attitude-behavior gap is also evident within this industry. Factors such as environmental concern, subjective norms, and perceived behavioral control significantly influence consumers' intention to pay green hotel prices. However, actual behaviors often fall short of these positive intentions, highlighting the barriers that prevent the consistent adoption of sustainable practices. This dual-level analysis underscores the need for targeted strategies that address both the economic and the psychological factors influencing sustainable consumer behavior. The findings provide valuable insights for policymakers and businesses to bridge the attitude-behavior gap and promote sustainable practices. By understanding these dynamics, strategies can be better aligned to enhance consumer engagement with sustainability goals and drive long-term environmental stewardship.
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