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Are consumers really decided to make green choices? Explaining the perceived environmental harmfulness / behaviour consistency

Author

Listed:
  • Laurent Bertrandias

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Leïla Elgaaïed

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Y. Bernard

Abstract

Beliefs about the environmental harmfulness of consumer goods are often considered as a crucial determinant of green purchasing behaviour. Accordingly, ecolabels are expected to provide consumers with the necessary information in order to distinguish between environmentally friendly products and more harmful products. However, no research so far examined the mechanism through which perceived harmfulness influences decision making. Based on a quasi-experimental design, this study tests the effect of environmental labelling on participants' choice between a store brand and a national brand, in two different product categories. Our findings confirm that differences in perceived harmfulness have a significant impact on choice. This link is moderated by product category, environmental concern and price sensitivity

Suggested Citation

  • Laurent Bertrandias & Leïla Elgaaïed & Y. Bernard, 2012. "Are consumers really decided to make green choices? Explaining the perceived environmental harmfulness / behaviour consistency," Post-Print halshs-00743485, HAL.
    • Handle: RePEc:hal:journl:halshs-00743485
    as

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