Analyzing the Attitude Intention Behavior Gap for Green Fast-moving Consumer Goods in Denmark and Sweden

Abstract

Climate change and global warming have become one of the most pressing issues in our modern society, and because of that, there is a need for consumption habits to change. Consumers generally show a positive attitude toward green products, but despite their good intention, there is a gap between their positive attitude and their actions – the so-called green gap. The purpose of this paper is to extend literature regarding consumption habits, examining the green gap towards green fast-moving consumer goods from an exploratory approach.

This Theis investigates what is causing the green gap. The research is based on both behavioral and rational economic theory, and the research takes a mixed-method approach, conducting both interviews and a survey. Both Denmark and Sweden are examined. Results from both interviews and the survey are combined and summarized in a conceptual model that highlights where the strongest and weakest connections are.

The results show to be consistent with prior research and point towards that price and knowledge are the biggest drivers of sales. Quality and price are the most important factors for most people, and many people choose not to buy green products because of the price premium. Knowledge has been shown to be one of the factors that could influence the purchase of green products. Many customers state that they lack knowledge about green products and their benefits.

Overall, the findings of this study point to the fact that while there are several barriers to green consumption, there are also many opportunities to promote environmentally-friendly behavior