Green consumerism: The influence of product attributes and values on purchasing intentions

Generally, a majority of consumers support the idea of purchasing green products. However, this is often not translated into actual behaviour. We argue that there is a trade‐off between the influence of product attributes on purchasing decisions, whereby it is assumed that consumers tend to focus on egoistic product attributes first, followed by green product attributes. In two experimental studies ( N = 100 and N = 107), we find support for...