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Implicit Attitudes Toward Green Consumer Behavior

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  • D. VANTOMME
  • M. GEUENS
  • J. DE HOUWER
  • P. DE PELSMACKER

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 consumer behavior research. One research domain that has revealed low attitude-behavior consistencies is environmentally friendly consumer behavior. In order to better understand this discrepancy, we measured not only explicit but also implicit attitudes toward green consumer behavior 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 (Exp.1) or no differences in these attitudes (Exp.2 and 3). When existing products were involved, implicit attitudes related to behavioral intention, even where the explicit attitude measure did not.

Suggested Citation

  • D. Vantomme & M. Geuens & J. De Houwer & P. De Pelsmacker, 2004. "Implicit Attitudes Toward Green Consumer Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/224, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:04/224
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    Cited by:

    1. Rui Gaspar, 2013. "Understanding the Reasons for Behavioral Failure: A Process View of Psychosocial Barriers and Constraints to Pro-Ecological Behavior," Sustainability, MDPI, vol. 5(7), pages 1-16, July.
    2. Francisco Sarabia-Andreu & Francisco J. Sarabia-Sánchez & Pablo Moreno-Albaladejo, 2019. "A New Attitudinal Integral-Model to Explain Green Purchase Intention," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    3. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
    4. Richetin, Juliette & Mattavelli, Simone & Perugini, Marco, 2016. "Increasing implicit and explicit attitudes toward an organic food brand by referencing to oneself," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 96-108.
    5. Mattavelli, Simone & Perugini, Marco & Richetin, Juliette, 2015. "When the Brand Refers to Me, I Prefer Going Green," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202709, European Association of Agricultural Economists.
    6. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    7. Wheeler, Meagan & Sharp, Anne & Nenycz-Thiel, Magda, 2013. "The effect of ‘green’ messages on brand purchase and brand rejection," Australasian marketing journal, Elsevier, vol. 21(2), pages 105-110.
    8. Arcidiacono, Davide, 2011. "Consumer rationality in a multidisciplinary perspective," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(5), pages 516-522.

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