Understanding consumers’ green attitude-behaviour gap: which theory is appropriate

In the literature, several research perspectives, concepts, and theories have been applied by scholars and academics to understand the discrepancy between consumers’ purchase intentions and their actual behaviour towards green products. This paper explores the widely recognized attitude– behaviour gap regarding green products and discusses a series of theoretical approaches, identifying the most useful theory for bridging the gap between purchase intention and actual behaviour. The paper argues that although several theories may offer a better explanation and understanding of the attitude behaviour gap, the theory of planned behaviour is the most appropriate. The paper is important for academic researchers who intend to study the attitude gap in a green setting. The paper also supports policy makers in decision making.