Metadata only entryThis paper examines the contextual aspects of problem-solving behaviour of ‘green’, environmentally oriented consumers. It is argued that by profiling the consumer in cognitive terms, a more robust understanding of green consumer behaviour can be provided.\ud \ud To illustrate this, we draw upon the cognitive anthropological concepts of practical thinking and bricolage. These are used to integrate ‘context’ into a model of cognition via qualitative, interview-based research which examined how consumers assess the environmental friendliness of supermarket products.\ud \ud In order to increase external validity two respondent groups were compared, British and German consumers. Different levels of successful and unsuccessful practical thinking and bricolage were identified
To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.