Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 18 January 2021

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.

Keywords: green products, consumers, emotional reactions, emotional decisions, identity, green behaviors

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.