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Green consumption: Closing the intention‐behavior gap

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  • Hung Vu Nguyen
  • Cuong Hung Nguyen
  • Thoa Thi Bao Hoang

Abstract

Green consumption has become an important academic and practical topic. However, a recurring theme in the literature has been the attitude‐behavior gap in green consumption. Taking the cognitive view in studying consumer behaviors, this study theoretically developed and tested two key moderators to the relationship between green consumption intention and behavior, namely green product availability and perceived consumer effectiveness. Under high levels of the moderators, the relationship between the intention and the behavior were hypothesized to be stronger. Our data sample of 416 consumers in two large cities in Vietnam provided support for the hypotheses. Our study results thus contribute to the green consumption literature by explaining the attitude‐behavior gap. Our study also contributes to the broader literature by explaining the inconsistency in consumer behavior. Implications and recommendations for further research are also discussed.

Suggested Citation

  • Hung Vu Nguyen & Cuong Hung Nguyen & Thoa Thi Bao Hoang, 2019. "Green consumption: Closing the intention‐behavior gap," Sustainable Development, John Wiley & Sons, Ltd., vol. 27(1), pages 118-129, January.
    • Handle: RePEc:wly:sustdv:v:27:y:2019:i:1:p:118-129
    DOI: 10.1002/sd.1875
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    1. Yanmei Tang & Shuangzhou Chen & Zongjin Yuan, 2020. "The effects of hedonic, gain, and normative motives on sustainable consumption: Multiple mediating evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 741-750, July.
    2. Xianchuan Yang & Shih‐Chih Chen & Lei Zhang, 2020. "Promoting sustainable development: A research on residents' green purchasing behavior from a perspective of the goal‐framing theory," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1208-1219, September.
    3. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Muhammad Shahid Khan & Poramet Saengon & Amr Mohammed Nasser Alganad & Duangkamol Chongcharoen & Muhammad Farrukh, 2020. "Consumer green behaviour: An approach towards environmental sustainability," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1168-1180, September.
    5. He, Ke & Ye, Lihong & Li, Fanlue & Chang, Huayi & Wang, Anbang & Luo, Sixuan & Zhang, Junbiao, 2022. "Using cognition and risk to explain the intention-behavior gap on bioenergy production: Based on machine learning logistic regression method," Energy Economics, Elsevier, vol. 108(C).
    6. Thörnqvist Christer & Kilstam Jonna, 2021. "Aligning Corporate Social Responsibility with the United Nations’ Sustainability Goals: Trickier than it Seems?: A Study of Social Entrepreneurship in Sweden," Economics, Sciendo, vol. 9(1), pages 161-177, June.
    7. Hakenes, Hendrik & Schliephake, Eva, 2022. "Responsible Investment and Responsible Consumption," VfS Annual Conference 2022 (Basel): Big Data in Economics 264004, Verein für Socialpolitik / German Economic Association.
    8. Azamussan Syed & Munuswamy Shanmugam, 2020. "Nomological validation of Villa Castaño’s socially responsible consumption scale," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 509-526, December.
    9. Nor'Aini Yusof & Amin Akhavan Tabassi & Ernawati Mustafa Kamal, 2020. "Do environmental, economic and reputational advantages strengthen green practices' impact on environmental performance?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2081-2093, September.
    10. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Dianwu Wang & Zina Yu & Haiying Liu & Xianzhe Cai & Zhiqun Zhang, 2024. "Green Consumption, Environmental Regulation and Carbon Emissions—An Empirical Study Based on a PVAR Model," Sustainability, MDPI, vol. 16(3), pages 1-16, January.
    12. Hendrik Hakenes & Eva Schliephake, 2021. "Responsible Investment and Responsible Consumption," ECONtribute Discussion Papers Series 134, University of Bonn and University of Cologne, Germany.
    13. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    14. Katherine Kent & Denis Visentin & Corey Peterson & Carmen Primo & Catherine Elliott & Margaret Otlowski & Sandra Murray, 2021. "The Perceived Importance and Intended Purchasing Patterns of Sustainable Foods in Australian University Students," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    15. Rainisio, Nicola & Boffi, Marco & Pola, Linda & Inghilleri, Paolo & Sergi, Ilaria & Liberatori, Maura, 2022. "The role of gender and self-efficacy in domestic energy saving behaviors: A case study in Lombardy, Italy," Energy Policy, Elsevier, vol. 160(C).
    16. Shahid Rasool & Aisha Rehman & Roberto Cerchione & Piera Centobelli, 2021. "Evaluating consumer environmental behavior for sustainable development: A confirmatory factor analysis," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(2), pages 318-326, March.
    17. Shahid Rasool & Roberto Cerchione & Jari Salo, 2020. "Assessing ethical consumer behavior for sustainable development: The mediating role of brand attachment," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(6), pages 1620-1631, November.
    18. Huilin Wang & Aweewan Mangmeechai, 2021. "Understanding the Gap between Environmental Intention and Pro-Environmental Behavior towards the Waste Sorting and Management Policy of China," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    19. Dominik Bär & Stefan Feuerriegel & Ting Li & Markus Weinmann, 2023. "Message framing to promote solar panels," Nature Communications, Nature, vol. 14(1), pages 1-9, December.
    20. Qiu, Xin & Jin, Jianjun & He, Rui & Mao, Jiansu, 2022. "The deviation between the willingness and behavior of farmers to adopt electricity-saving tricycles and its influencing factors in Dazu District of China," Energy Policy, Elsevier, vol. 167(C).
    21. Shariq Zia & Salman Hussain Paracha & Humaira Nadeem & Naveed Mushtaq, 2021. "Are Pakistani Consumers Ready To Go Green: A Study Of Buying Intentions Of Pakistani Consumers," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 126-138, December.

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