Consumer Habits: Green Behavior's Downfall?

摘要

Many consumers claim to be concerned about their impact on the environment and yet,they of ten do not act accordingly when it comes to the purchase of green products.This value-action gap is a well-known paradox in the marketing literature and as various studies have already shown,habits play an important role in strengthening this gap.At the same time,however,consumers'level of involvement has been shown to have an opposing effect,in that higher involvement weakens the gap.So far,the role of product involvement in combination with product usage habits in the value-action relation has been neglected.The present study investigates the impact of these two constructs on the interdependencies between environmental concern,attitude toward green products and intentions to purchase green products.