Barriers to green consumption behaviours: The roles of consumers' green perceptions

Lay Peng Tan*, Micael Lee Johnstone, Lin Yang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

75 Citations (Scopus)


The purpose of this study is to explore the concept of consumers’ green perceptions (CGPs) which encompasses consumers’ current perceptions of green products, green consumers, green consumption practices, and green marketing communications. We hypothesise that CGPs may influence their consumption behaviour and how ready they are to be green. Focus groups were used to explore the concept of CGPs. Stage Two involved two surveys in Australia and New Zealand to test and corroborate the themes that were identified in the exploratory study. We identified five dimensions underpinning CGPs. These include “product perception”, “hard to be green”, “green stigma”, “perceived sense of responsibility” and “readiness to be green”. This paper presents the findings from both studies, provides empirical insights into Australian and New Zealand consumers’ green perceptions and demonstrates the explanatory power of CGPs in predicting green consumption behaviour, in particular their likelihood to purchase green household products.

Original languageEnglish
Pages (from-to)288-299
Number of pages12
JournalAustralasian Marketing Journal
Issue number4
Publication statusPublished - 1 Nov 2016


  • Consumer green perceptions
  • Environmentally-friendly
  • Green consumption
  • Green marketing


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