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


Tan, LP and Johnstone, M-L and Yang, L, Barriers to green consumption behaviours: The roles of consumers' green perceptions, Australasian Marketing Journal, 24, (4) pp. 288-299. ISSN 1441-3582 (2016) [Refereed Article]

Copyright Statement

© 2016 Australian and New Zealand Marketing Academy.

DOI: doi:10.1016/j.ausmj.2016.08.001


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.

Item Details

Item Type:Refereed Article
Keywords:green consumption, sustainability, consumer perception, green marketing, environmentally friendly
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in commerce, management, tourism and services
UTAS Author:Yang, L (Dr Lin Yang)
ID Code:123936
Year Published:2016
Deposited By:TSBE
Deposited On:2018-02-01
Last Modified:2018-03-21

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