As environmental awareness increases, consumers tend to focus more on environmental friendly products. The literature on green consumption has recently focused on the Asian markets, in particular, the populous country of the world 'china'. Despite many efforts by the marketers to promote the...

Many consumers have shown positive attitudes towards green consumption; however, these attitudes do not necessarily translate into intentions or behaviors. To analyze this attitude-intention and hence behavior gap, this paper employs behavioral reasoning theory which extends the traditional...