Consuming Green

Consumers purchase green products for a variety of reasons. They may be seeking personal benefits, such as improved health from consuming organic foods, or they may derive a sense of altruistic satisfaction from contributing to societal well-being. Despite their expressed interest in green products, many consumers do not follow through with purchases. Remarkably, research has yet to fully explain the eco-gap between green consumer attitudes and behaviors, often resulting in a disconnect between intentions and the actual purchase of green products. This chapter identifies the key barriers to green consumption and provides a framework with solutions that managers can employ to promote green consumption.