| Abstract: | Environmental attitudes are considered to be important factors that influence sustainable consumption. Typically, attitudes fall into two main types: a general environmental attitude (GEA) and a specific environmental attitude (SEA). This study found that the effect of the SEA is stronger than the GEA in regard to sustainable consumption behavior. Also, when analyzing the purchasing behavior of green products, the SEA is a more appropriate and consistent predictor of behavior than the GEA. The study suggests a more operationalized and salient definition of the intended meaning of the term “environmental attitude,” and also advises researchers and marketing professionals to use a framework that contains both types of environmental attitudes in order to better understand what drives the attitude–behavior gap in green consumer behavior. |
