An exploration of green and not-so-green consumers: Furthering our understanding of green consumption behaviours

Within the literature there has been a tendency to focus on the “green” consumer but in order for the green industry to grow it must expand beyond the “green” consumer market, and include the “not-so-green”... [ view full abstract ]

Within the literature there has been a tendency to focus on the “green” consumer but in order for the green industry to grow it must expand beyond the “green” consumer market, and include the “not-so-green” consumer. The purpose of this study was to gain further insights into “green” and “not-so-green” consumers’ green consumption behaviours. Using qualitative methods, seven household cases were selected, with each case focusing on two household members. A combination of joint and individual audio-recorded interviews took place, and thematic analysis was used to analyse the data. This study contributes to existing literature by showing how the social environment shapes green consumption behaviour and consumers’ identities.