caa a22 4500 605486492 CHVBK 20210128100446.0 cr unu---uuuuu 210128e20151201xx s 000 0 eng 10.1007/s10551-014-2316-3 doi (NATIONALLICENCE)springer-10.1007/s10551-014-2316-3 Exploring the Gap Between Consumers' Green Rhetoric and Purchasing Behaviour [Elektronische Daten] [Micael-Lee Johnstone, Lay Tan] Why do consumers who profess to be concerned about the environment choose not to buy greener products more regularly or even at all? This study explores how consumers' perceptions towards green products, consumers and consumption practices (termed green perceptions) contribute to our understanding of the discrepancy between green attitudes and behaviour. This study identified several barriers to ethical consumption behaviour within a green consumption context. Three key themes emerged from the study, ‘it is too hard to be green', ‘green stigma' and ‘green reservations'. There is currently a perception, based on a number of factors, that it is too hard to be green, which creates a barrier to purchasing green products. Furthermore, some consumers were reluctant or resistant to participate in green consumption practices due to their unfavourable perceptions of green consumers and green messages. This article suggests that green perceptions may influence consumers' intention to purchase green products. Accordingly, it discusses the implications, and suggests avenues for future research. Springer Science+Business Media Dordrecht, 2014 Green attitude-behaviour gap nationallicence Green perceptions nationallicence Environmentally conscious behaviour nationallicence Theory of planned behaviour nationallicence Johnstone Micael-Lee School of Marketing & International Business, Victoria University of Wellington, PO Box 600, 6140, Wellington, New Zealand aut Tan Lay Department of Marketing and Management, Faculty of Business and Economics, Macquarie University, 2109, Sydney, NSW, Australia aut Journal of Business Ethics Springer Netherlands 132/2(2015-12-01), 311-328 0167-4544 132:2<311 2015 132 10551 https://doi.org/10.1007/s10551-014-2316-3 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10551-014-2316-3 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Johnstone Micael-Lee School of Marketing & International Business, Victoria University of Wellington, PO Box 600, 6140, Wellington, New Zealand aut NATIONALLICENCE 700 1- Tan Lay Department of Marketing and Management, Faculty of Business and Economics, Macquarie University, 2109, Sydney, NSW, Australia aut NATIONALLICENCE 773 0- Journal of Business Ethics Springer Netherlands 132/2(2015-12-01), 311-328 0167-4544 132:2<311 2015 132 10551