... a projective technique to tap into consumers’ underlying perceptions of those who purchase green products. A follow-up, quantitative study tests the mediation effects of perceived judgment and self-congruity perceptions on the green attitude–behavior gap. Findings The key finding of the first study...

... to the type of materials used. The material could also be improved by the addition of a more commercial nature models. Practical implications – The Village Test as a projective technique in qualitative market research has the potential to generate additional and insightful data that increase...