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Implicit Attitudes Toward Green Consumer Behavior

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  • D. VANTOMME

    ()

  • M. GEUENS

    ()

  • J. DE HOUWER
  • P. DE PELSMACKER

    ()

Abstract

The purpose of this study was to examine the usefulness of implicit (automatic) attitudes to explain the weak attitude-behavior relationships often found in consumer behavior research. One research domain that has revealed low attitude-behavior consistencies is environmentally friendly consumer behavior. In order to better understand this discrepancy, we measured not only explicit but also implicit attitudes toward green consumer behavior by means of the Implicit Association Test (IAT). Explicit measures revealed positive attitudes, while the IAT showed more positive attitudes toward the ecological than toward the traditional product (Exp.1) or no differences in these attitudes (Exp.2 and 3). When existing products were involved, implicit attitudes related to behavioral intention, even where the explicit attitude measure did not.

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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 04/224.

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Length: 37 pages
Date of creation: Feb 2004
Date of revision:
Handle: RePEc:rug:rugwps:04/224

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  1. Shapiro, Stewart, 1999. " When an Ad's Influence Is Beyond Our Conscious Control: Perceptual and Conceptual Fluency Effects Caused by Incidental Ad Exposure," Journal of Consumer Research, University of Chicago Press, vol. 26(1), pages 16-36, June.
  2. Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 278-92, December.
  3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
  4. Janiszewski, Chris, 1990. " The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 53-65, June.
  5. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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Cited by:
  1. Arcidiacono, Davide, 2011. "Consumer rationality in a multidisciplinary perspective," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(5), pages 516-522.
  2. Rui Gaspar, 2013. "Understanding the Reasons for Behavioral Failure: A Process View of Psychosocial Barriers and Constraints to Pro-Ecological Behavior," Sustainability, MDPI, Open Access Journal, vol. 5(7), pages 2960-2975, July.
  3. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.

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