JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Consumers’ (Not So) Green Purchase Behavior
Author(s): Jonas Lehmann, Yossi Sheffi
Citation: Jonas Lehmann, Yossi Sheffi, (2020) "Consumers’ (Not So) Green Purchase Behavior," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 4, pp. 76-90
Aricle Type: Research paper
Publisher: North American Business Press
The large body of research investigating the discrepancy between consumers’ progressive environmental attitudes in polls, and their actual purchase behavior, has provided inconsistent results. This paper complements existing research using an ‘interception’ of consumers at the shopping aisle, thus using more objective behavioral data. Our analysis indicates a neglectable impact of attitude on intention. Purchase intention, in turn, was found a significant determinant of actual purchase behavior, although the overall impact on the likelihood of choosing a sustainable product is limited. The findings indicate that even positively inclined consumers do not change their purchase behavior owing mainly to economic barriers.