Green consumer behavior and its consequences

Researcher(s): , Liselot Hudders
Promotors: Gino Verleye , Liselot Hudders
Duration: from 01/09/2012 to 30/11/2013


Nowadays consumers are more and more concerned about the deteriorating effects of our consumption patterns on the environment. More and more ‘green’ alternatives are available that can be purchased instead of regular, less environmentally-friendly products. A ‘green’ product is a product that minimizes its environmental consequences. Much research has already tackled green purchase behavior, and more specifically, the determinants, motivations and antecedents of choosing green instead of regular products. What has been neglected to date, are the consequences of green purchase behavior. These consequences are therefore exactly the focus of this PhD. Can consumers genuinely turn green purchasing to their advantage or can the anticipated benefits not be met? That is primordial, for only when people benefit from green consumption, will they be encouraged to opt for a more sustainable consumption pattern in the long run. Such studies on the consequences of behavior are common for other types of prosocial behavior such as volunteering and charitable giving. Nevertheless, in the field of green purchasing behavior – a more recent form of prosocial behavior-, there are still many voids to fill.

Hence, the goal of this PhD is to investigate the benefits that green purchase behavior carries. These benefits can be both personal (e.g. subjective well-being) and social (e.g. social position and acceptance).

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