Published Paper Details:

Marketing contributes to the global environmental issues such as global warming, environmental pollution, rapid depletion of natural resources and decrease in biological diversity which is caused by consumption and overconsumption of product. Hence, there is an urgent need to promote green consumption behaviour, which would certainly help in maintaining the sustainability of environment. There is currently a challenging environment for environmentally friendly consumer products. However, promoting awareness on green product consumption does not guarantee the purchasing of green products. Present research shows that there is an increased sensitivity towards green consumption and consumers are willing to pay more for green products. But, there is also considerable evidence of a gap between value and action. Consumers are not actually buying green products they claim when polled. This discrepancy between verbal and actual commitment towards environmental behavior is thought to have attenuated the effectiveness of many environmental policy and measures. This conceptual paper provides a review of the literature regarding the value-action gap in environmental consumerism. Accordingly, this article examines the work that has been undertaken by a range of researchers from a variety of disciplines examining the links between environmental attitudes and behaviour. Previous researches have focused more on two moderators: One, the level of consumer involvement and second, the perceived consumer effectiveness under which the attitude-behavior relationship might be strengthened. This paper highlights four causal variables which play a significant role in determining the level of consumer involvement. An analysis of these causal variables will help us understanding the value-action gap.