Green consumption: a theoretical contribution from the Theory of planned behavior.
DOI:
https://doi.org/10.32645/13906852.1068Keywords:
Green purchasing, Theory of Planned Behavior, BarriersAbstract
The excessive consumption of traditional products has led to the presence of several environmental problems, including global warming. In order to solve this social problem, groups identified with the environment have raised their voice in protest against environmental pollution, giving way for international organizations such as the United Nations (UN) to take action on the matter and promote initiatives aimed at environmental protection. Green consumption has become an alternative that helps reduce environmental impact, however, consumers who have favorable attitudes towards the environment and identify with this type of products, do not always buy them due to the presence of barriers such as habits, skepticism, lack of knowledge, availability, and prices. This essay is based on a literature review that collects the research contributions of 54 journal articles of academic impact, which explains the different scientific findings on green shopping behavior approached from one of the most used theories within this field of research, as well as the presence of barriers that can lead to the generation of behavioral inconsistencies.
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