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The Influence of Green Marketing on the Attitude-Behavior Gap of Consumers in the Fast-Moving Consumer Goods Industry

  • To achieve sustainable development, appropriate individual consumer behavior is required. However, the increasing statements expressing the intention to buy green products by consumers are reflected in only a fraction of actual purchases. This paper presents a literature review on the attitude-behavior gap phenomenon, focusing on the controversial role of green marketing in promoting sustainable consumption and its influence on the gap between intentions and behaviors. The attitude-behavior gap is attributable to various situational and internal factors, with the prevailing price sensitivity and routine purchase behavior for low-involvement products playing a critical role in the fast-moving consumer goods industry. Counteracting these factors with the help of a green marketing approach that encompasses internal, strategic, and tactical marketing orientations was examined in this work. While it has been found that creating credibility and transparency through a holistic marketing orientation and targeting the origins of the attitude-behavior gap with the respective green marketing tools can positively contribute to its narrowing, divergent green marketing strategies can lead to the opposite. Greenwashing as a strategy to give companies a greener image without adapting their business activities accordingly leads to a negative impact on the attitude-behavior gap. On the basis of this analysis, the study found that according to the way a company employs green marketing strategies, it may either widen or narrow the gap.

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Author:Jasmin Schneider
Advisor:Eva Kirner
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Release Date:2022/10/27
Tag:Attitude-behavior gap; Greenwashing; Low-involvement products; Sustainability marketing
Page Number:49
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt