It's Not Easy Being Green: An Exploration of the Environmental Attitude-Behavior Gap

Article English OPEN
Malizia, Kristina;
(2012)
  • Publisher: eScholarship, University of California
  • Subject: Life Sciences | Green market | green marketing | green attitude | green behaviors | eco-friendly products | environmentally-friendly products | green products | attitude-behavior gap | green consumers | market transparency | consumer demand | pro-environmental behaviors | greenwashing | survey based research

This paper explores some factors underlying individuals’ green attitudes and behaviors that exist when making purchasing decisions. The objective is to provide insights into the consumers’ perceptions of eco-friendly products in terms of quality, price, and environmenta... View more
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