Barriers to being green

LayPeng Tan, Micael-Lee Johnstone

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


The environmental impact of consumers' buying and consumption behaviour is widely accepted. Yet, the high levels of environmental concerns do not necessarily translate into actual purchase behaviour. The need for a greater understanding of green attitudes and the behaviour gap is critical. This study explores the perceptions of being green from the consumer's perspective. It aims to gain some insights into why there is an attitude-behaviour gap. In particular, it examines the barriers to being green. Seven focus groups were conducted with consumers ranging in ages from 19-70. Several themes emerged from the data: green is not for everyone; the stigma of being green; green is not personal; cynicism and resistance.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages8
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011


ConferenceAustralian and New Zealand Marketing Academy Conference (2011)


  • green attitude
  • green consumption behaviour
  • green perceptions


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