How do consumers perceive green products, messages and consumption behaviour?

LayPeng Tan, Micael-Lee Johnstone, Lin Yang

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


This study proposes that exploring consumers’ perceptions towards green consumption practices, green products, green consumers, and green communications may offer new insights into the green attitude-behaviour gap because at the heart of consumer perceptions are perceptual interpretations and perceptual judgements; and this is what shapes consumers’ attitudes and behaviours. A total of 510 survey responses were collected in Australia in September 2013 using online consumer panel. A green perception scale was developed based on the findings from an earlier qualitative study and literature review. The five dimensions include “product performance”, “hard to be green”, “green stigma”, “green – do I feel responsible?” and “readiness to be green”.
Original languageEnglish
Title of host publicationAgents of change
Subtitle of host publicationproceedings: Australia New Zealand Marketing Academy Annual Conference 2014
EditorsSharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli
Place of PublicationBrisbane
PublisherAustralia & New Zealand Marketing Academy
Publication statusPublished - 2014
EventAustralian and New Zealand Marketing Academy Conference (2014): Agents of Change - Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014


ConferenceAustralian and New Zealand Marketing Academy Conference (2014)
Abbreviated titleANZMAC2014


  • green perceptions
  • green consumption
  • environmentally-friendly


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