- Green consumerism is an important issue among marketers due to the prevailing green gap (Tseng, 2016). A consumer’s green gap is the distance between the stated importance of protecting the environment and actual behavior (Tseng, 2016). This study strives to understand factors affecting consumer motivations and decisions related to sustainable product consumption. Our primary research question examines how social identification, attribute product strength, and product sustainability labels influence consumer attitudes and intentions.
Understanding what influences the green gap requires looking at how multiple levels of sustainability exist in relationship to each other (Phipps, 2013). We must isolate different attitudes and behaviors associated with environmentally friendly products and look for connections between the factors that might contribute to the purchase decision of a sustainable product. The green gap could also be investigated through understanding when and why consumers behavior deviates from their articulated preferences (Prothero, 2011). By examining the combined influence of social identification, product strength, and product sustainability we have the potential to discover factors that complicate or facilitate a sustainable vs. less sustainable purchasing decision. Ideally, this research aims to identify factors that have the potential to, in application, increase the purchase and adoption of sustainable products.
Key Words: consumer behavior, marketing, sustainability, social identification, product strength