Abstract

This article investigates the relationship between attitude and consumer behavior toward green products, in order to understand the reasons of the reoccurring low attitude-behavior consistency in green consumption. The presented study is rooted in the framework of constructed preferences, and assumes that task and context variables can influence green decision making and also the relationship between green attitude and buying behavior. In particular, the role of time pressure and visual prime, not yet investigated in this perspective, are examined in order to understand if these factors can affect attitudes and purchasing decisions toward green products and the relationship between them. After the literature review, a synthesis of the findings of a laboratory experiment is presented. The results support the significant role of these two variables to understand the relationship between attitudes and purchasing decisions toward green products and, at the same time, suggest directions for future researches and managerial implications.