ADDRESSING THE ATTITUDE AND BEHAVIORAL GAP: BARRIERS TO GREEN CONSUMPTION IN THAILAND

Abstract

Despite the growing interest and positive attitudes on the environment over the years, studies have reported it to be an inaccurate predator of actual green consumption. This study aims to explore the barriers of pro-environmental individuals that are yet active green consumers to understand the discrepancy in their attitudes and behavior. In exploring such, aspects of personal norms, subjective norms, and perceived behavioral control barriers were inspected. The study adopted a qualitative approach of an in-depth interview as a data collection method. A total of 24 participants were interviewed for this study. It was found that the barriers of Price and Awareness were the most significant in prohibiting participants to act accordingly to what they advocated for. The result of this study can help businesses and practitioners to better design how they use their resources in helping consumers bridge the gap between their attitudes and actual consumption behavior.