Exploring the Discrepancy Between the Consumers’ Green Narrative and Purchasing Behaviour: A Scottish Perspective
Abstract
Purpose - The aim of this study was to explore the gap between Scottish consumers
environmental concern and positive attitudes of green products not materialising into green
purchasing behaviour. It aimed to achieve this by assessing the barriers that impede
consumption, and what barriers where more impeding. Specifically, assessing the role of
situational barriers: price, quality, attributes and availability, and the perceptions of
consumers of how these barriers impede green consumer behaviour. Furthermore, the
perceptions of green consumption were investigated, and the role of marketers perpetuating
negative green perceptions, namely through greenwashing. Though Scottish concern for the
environment has increased, this advocation has not translated into green purchasing
behaviour. in addition, no literature addresses what impedes the green conscious Scottish
consumers purchasing behaviour.
Methodology and Design - A qualitative approach was utilised; 13 participants were
interviewed that where demonstrative of the green gap criteria (Cowe and Williams 2001).
The data was coded and thematically analysed. In addition, a table that rated the top barriers
of participants green purchasing behaviour.
Findings - High price sensitivity, a lack of availability, and the perception of the overall
difficulty to commit to green living, where perceived as the main barriers to green behaviour.
However, these barriers affect may vary depending on experiences with green products and
green product knowledge. Correspondingly, greenwashing was found to negatively affect
consumer trust and purchasing intention.
Value- This research explored participants most relevant barriers to their green consumption.
in addition, to indicating a gap between green attitude and purchasing behaviour within
Scottish consumerism. With this knowledge, Marketers can address the perception of the lack of utilitarian attributes of green products, that impede green consumption and also
greenwashing practices which may also contribute to the “green gap”.