Consumer attitudes towards green products in the fast-moving consumer goods category in Germany

• Autor(a) principal: Schramm, Lisa Sophia
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/104089
• topic: Attitudes; Consumer behaviour; Green products; Green consumer behaviour; Green Ppurchasing; Green consumption; Attitude-behaviour Gap; Fmcg; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This paper examinesconsumer attitudes and buying behaviour regarding environmentally-friendly products in the Fast-Moving Consumer Goods sector in Germany to identify if there occurs an attitude-behaviour gap.It addresses thepotential role of the perceived price, perceived quality and credibility of green marketing claimsas moderatorsofthe attitude-behaviour relationship.The paper draws on data from a survey with a sample of 372participants. Theresultsrevealed positive attitudes toward green products, and the possibility of an attitude-behaviour gap,however, the moderating effects were insignificant. The findings underline the importance of further research on the gap between attitudes and behaviour in green purchasing.