Abstract and Keywords
This article describes how consumers evaluate whether a product will actually provide a green benefit. It also investigates how consumers' emotional reactions play a role in their decisions, and how these emotions can work against their desires to make green choices. It explores how identity may be a contributing factor in consumers' failure to be green. Emotional decisions may be made by attending to the emotional reactions rather than a rational consideration of facts. It is shown how consumers may not choose green products because of the way in which they evaluate green attributes and the role that emotions play in their evaluations. Individuals' identities may affect whether or not they choose green products or engage in green behaviors. Making it easy for consumers to make small changes to their lives to help the environment might seem like a good idea to overcome stubborn or habitual behavior.
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