It’s too hard to be ‘green’ : the theory of neutralisation

Studies have revealed that positive attitudes towards the environment have not necessarily translated into green consumption practices, despite consumers’ growing concern for the environment. This leads one to question consumers’ motives. Why do environmentally-conscious consumers choose less green options? The purpose of our study was to explore the attitude-behaviour gap. The key research question was: how do consumers justify their non-green consumption practices? Seven focus groups were conducted with consumers ranging in ages from 19-70. Six of the focus groups were two hours long, the seventh focus group was ninety minutes long. Advertisements were placed in the local newspaper, and participants were screened on the basis of purchase behaviour and attitudes towards the environment. Our findings revealed that one of the biggest barriers to being green is the perception that it is too hard to be green; “green” being an action, e.g., buying green products and/or participating in green activities. The theory of neutralisation was used to explain how people justify their norm-violating behaviours, i.e., “non-green behaviour”, based on the assumption that one is ethically obliged to protect the environment. Three key neutralisation techniques appeared in our findings: denial of responsibility, denial of injury (or benefit), and appeal to higher loyalties.1 page(s

Barriers to being green

The environmental impact of consumers' buying and consumption behaviour is widely accepted. Yet, the high levels of environmental concerns do not necessarily translate into actual purchase behaviour. The need for a greater understanding of green attitudes and the behaviour gap is critical. This study explores the perceptions of being green from the consumer's perspective. It aims to gain some insights into why there is an attitude-behaviour gap. In particular, it examines the barriers to being green. Seven focus groups were conducted with consumers ranging in ages from 19-70. Several themes emerged from the data: green is not for everyone; the stigma of being green; green is not personal; cynicism and resistance.8 page(s

Exploring the gap between consumers’ green rhetoric and purchasing behaviour

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.18 page(s

Barriers to green consumption behaviours : the roles of consumers’ green perceptions

The purpose of this study is to explore the concept of consumers’ green perceptions (CGPs) which encompasses consumers’ current perceptions of green products, green consumers, green consumption practices, and green marketing communications. We hypothesise that CGPs may influence their consumption behaviour and how ready they are to be green. Focus groups were used to explore the concept of CGPs. Stage Two involved two surveys in Australia and New Zealand to test and corroborate the themes that were identified in the exploratory study. We identified five dimensions underpinning CGPs. These include “product perception”, “hard to be green”, “green stigma”, “perceived sense of responsibility” and “readiness to be green”. This paper presents the findings from both studies, provides empirical insights into Australian and New Zealand consumers’ green perceptions and demonstrates the explanatory power of CGPs in predicting green consumption behaviour, in particular their likelihood to purchase green household products.12 page(s