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”.