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Advances in Psychological Science    2019, Vol. 27 Issue (7) : 1307-1319     DOI: 10.3724/SP.J.1042.2019.01307
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Discussion of current theories and future research on attitude-behavior gap in green consumption
QI Haifeng(),YU Hui,XIANG Weiling,SUN Yunyi,XU Changhao
School of Business, East China University of Science & Technology, Shanghai 200237 China
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Abstract  

Attitude-Behavior gap in green consumption has been well documented in the marketing literature. Some research has been done to investigate why consumers often fail to engage in actual green consumption even though they have previously indicated their intention to do so. It is important to gain greater understanding of such attitude-behavior gap in green consumption, as sustainable development becomes the critical social and economic trend. This article 1) summarizes the empirical findings and theories from the literature in the past decade; 2) discusses what have not been studied in the literature; and 3) finally suggests possible directions for future research in the field, such as measurement scale development, possible moderating and mediating factors, motivational factors, learning and trust mechanism, and cross culture issues.

Keywords attitude-behavior gap      green consumption      pro-sociality     
ZTFLH:  B849: F713.55  
Corresponding Authors: Haifeng QI     E-mail: macintosh7@163.com
Issue Date: 22 May 2019
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Haifeng QI
Hui YU
Weiling XIANG
Yunyi SUN
Changhao XU
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Haifeng QI,Hui YU,Weiling XIANG, et al. Discussion of current theories and future research on attitude-behavior gap in green consumption[J]. Advances in Psychological Science, 2019, 27(7): 1307-1319.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2019.01307     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2019/V27/I7/1307
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