The attitude-behaviour gap: The development of a consumers' green perceptions scale

Micael-Lee Johnstone, Lin Yang, LayPeng Tan

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


Why do consumers who profess to be concerned about the environment choose not to buy greener products more regularly or even at all? As mounting interest in proenvironmental behaviour grows, the green-attitude behaviour gap has heightened the need for alternative frameworks to explain this attitude-behaviour discrepancy. Based on the findings from qualitative and quantities studies, this study identifies a five-factor consumers’ green perceptions (CGP) scale that consists of “product performance”, “hard to be green”, “green stigma”, “green – do I feel responsible”, and “readiness to be green”. The steps that were taken to develop the scale are discussed, followed by a brief discussion on the application of the proposed scale.
Original languageEnglish
Title of host publicationAgents of change
Subtitle of host publicationANZMAC Annual Conference 2014 : proceedings
Place of PublicationBrisbane
PublisherGriffith University
Publication statusPublished - 2014
EventAustralian & New Zealand Marketing Academy - Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014


ConferenceAustralian & New Zealand Marketing Academy
Abbreviated titleANZMAC 2014


  • green consumption
  • green perceptions
  • attitude-behaviour gap


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