... to purchase these products, while marketers are increasingly appealing to consumers’ self-interest in their efforts to sell their “green” products. This paper explores this divide and offers a potential explanation for it, using the concept of value activation. Design/methodology/approach The paper...

...Yu Liu; Sigal Segev; Maria Elena Villar Purpose The purpose of this paper is to compare the effectiveness of the cognitive-affect behavior (CAB) model and the theory of reasoned action (TRA) model as well as their extended forms (with product knowledge) in predicting everyday green consumption...

...Ainsworth Anthony Bailey; Aditya Mishra; Mojisola F. Tiamiyu Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express...

... growing in many emerging economies and economies in transition (Kilcher et al., 2011). Organic products can be seen as a sub-category of environmentally friendly or “green” purchasing. Generally, organic products have lower environmental impacts than conventional products (e.g. lower energy...

...Dr. Yuri Seo, Dr. Angela Gracia B. Cruz, Prof. Kim-Shyan Fam; Norazah Mohd Suki; Norbayah Mohd Suki Purpose – This paper aims to examine whether Muslim and non-Muslim consumers give different importance to green food consumption. Design/methodology/approach – Data were analysed using means...

...Andrea K. Moser Purpose – The theory of planned behavior (TPB) served as a framework for identifying major antecedents of everyday green purchasing behavior and for determining their relative importance. Design/methodology/approach – The German market research institute GfK provided data...