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

Micael-Lee Johnstone; Lin Yang; LayPeng Tan

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

Micael-Lee Johnstone, Lin Yang, LayPeng Tan

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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 language	English
Title of host publication	Agents of change
Subtitle of host publication	ANZMAC Annual Conference 2014 : proceedings
Place of Publication	Brisbane
Publisher	Griffith University
Pages	1324-1331
Publication status	Published - 2014
Event	Australian & New Zealand Marketing Academy - Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014

Conference

Conference	Australian & New Zealand Marketing Academy
Abbreviated title	ANZMAC 2014
Country/Territory	Australia
City	Brisbane
Period	1/12/14 → 3/12/14

Keywords

green consumption
green perceptions
attitude-behaviour gap

Cite this

@inproceedings{084240249adf410a89a1aa48cad863b3,

title = "The attitude-behaviour gap: The development of a consumers' green perceptions scale",

abstract = "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{\textquoteright} 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.",

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booktitle = "Agents of change",

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note = "Australian \& New Zealand Marketing Academy, ANZMAC 2014 ; Conference date: 01-12-2014 Through 03-12-2014",

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AB - 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.

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