Despite the last decades have seen a progressive increase in environmental consciousness worldwide, market shares of green products are still rather low and a deep understanding of eco-friendly purchasing behaviour seems still a long way off. Adopting the Theory of Planned Behaviour and the...

Purpose – This paper aims to address the green purchasing gap by: exploring environmentally conscious consumers’ mental representation of the barriers responsible for the green purchasing gap; assessing which barriers are perceived as the most relevant in hampering the purchase of green...