Sustainable consumption: green consumer behaviour when purchasing products

TLDR

The attitude–behaviour gap shows that 30 % of consumers concerned about the environment struggle to translate this into purchases, with ethical foods accounting for only 5 % of sales and limited time and space in busy lifestyles hindering green living. The study investigates how UK green consumers purchase technology products and proposes policy and business implications. The authors interviewed 81 self‑declared green consumers about recent technology product purchases. The authors developed a green consumer purchasing model and success criteria to close the values‑behaviour gap, concluding that incentives and single‑issue labels such as energy ratings would focus consumers’ limited efforts. © 2009 John Wiley & Sons, Ltd.

Abstract

Abstract The ‘attitude–behaviour gap’ or ‘values–action gap’ is where 30% of consumers report that they are very concerned about environmental issues but they are struggling to translate this into purchases. For example, the market share for ethical foods remains at 5 per cent of sales. This paper investigates the purchasing process for green consumers in relation to consumer technology products in the UK. Data were collected from 81 self‐declared green consumers through in depth interviews on recent purchases of technology products. A green consumer purchasing model and success criteria for closing the gap between green consumers' values and their behaviour are developed. The paper concludes that incentives and single issue labels (like the current energy rating label) would help consumers concentrate their limited efforts. More fundamentally, ‘being green’ needs time and space in people's lives that is not available in increasingly busy lifestyles. Implications for policy and business are proposed. Copyright © 2009 John Wiley & Sons, Ltd and ERP Environment.