Implicit attitudes toward green consumer behavior

D. Vantomme, Maggie Geuens, J. De Houwer and P. De Pelsmacker
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P. De Pelsmacker: Vlerick Leuven Gent Management School

Vlerick Leuven Gent Management School Working Paper Series from Vlerick Leuven Gent Management School

Abstract: The purpose of this study was to examine the usefulness of implicit (automatic) attitudes to explain the weak attitude-behavior relationships often found in green consumer behavior research. Therefore, not only explicit but also implicit attitudes toward green consumer behavior were measured by means of the Implicit Association Test (IAT). Explicit measures revealed positive attitudes, while the IAT showed more positive attitudes toward the ecological than toward the traditional product (Experiment1) or no differences in these attitudes (Experiment 2 and follow-up study). When existing products were involved, implicit attitudes related to behavioral intention, even where the explicit attitude measure did not.

Pages: 34 pages
Date: 2006-02-12
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Working Paper: IMPLICIT ATTITUDES TOWARD GREEN CONSUMER BEHAVIOR (2004)
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Persistent link: https://EconPapers.repec.org/RePEc:vlg:vlgwps:2005-31

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