How do Consumers Perceive Green Products, Messages and Consumption Behaviour?

This study proposes that exploring consumers’ perceptions towards green consumption practices, green products, green consumers, and green communications may offer new insights into the green attitude-behaviour gap because at the heart of consumer perceptions are perceptual interpretations and perceptual judgements; and this is what shapes consumers’ attitudes and behaviours. A total of 510 survey responses were collected in Australia in September 2013 using online consumer panel. A green perception scale was developed based on the findings from an earlier qualitative study and literature review. The five dimensions include “product performance”, “hard to be green”, “green stigma”, “green – do I feel responsible?” and “readiness to be green”.